2005
“In recent weeks, the subway stations in Rome have been flooded with posters reading “Save Danny.” Each flyer, without making any reference to a film, tells the story of a person involuntarily caught up in underground fights. A website is mentioned, featuring a purposely created homepage with a faux-amateur style that recounts the tale of this enslaved man. The page also includes a petition to sign to “save him” and mentions a director who allegedly filmed a documentary about his ordeal. […] As explained by 01, the website salviamodanny.org has garnered over 20,000 visitors in the past two weeks. For the first time, a web guerrilla tactic seems to have been employed in promoting a film in our country. The web pages with the petition to save Danny have sparked discussions and debates, with enthusiasm from those who immediately understood the operation and annoyance from those who couldn’t grasp its meaning. In the end, it was all fake, as stated in the Chinese writing on the website.” La Repubblica
website (archive)
https://web.archive.org/web/20050526050454/http://www.salviamodanny.org/
press coverage
La Repubblica “Danny the Dog”, quando un film diventa strumento di web-guerrilla
ZeusNews Salviamodanny è soltanto la pubblicità di un film
prize
Best Events Awards 2005
credits
guerrigliamarketing.it, K-events (Filmmaster Group)