A 20th-century dentist appointment, with a frightened child inside a dark office complete with a drill, skull, and jaws. But the dentist gives him a toy car, and the assistant throws open the window: the child smiles, a gesture he will remember as an adult, when he opens his own dental practice, where light, color, and the gift of a toy car make the experience peaceful for young patients. The commercial "Gentle Dentistry," created by the Sassari-based communications agency Mindspot for the Sassari-based Yari Basente dental practice, won three awards at the 30th edition of the Mediastars Advertising Award .
Director Alberto Salvucci's short film won two Stella Awards . It placed first in the Institutional category, established to recognize projects identified by the juries as best representing various strategic areas. It also won first place in the Audiovisual Technical Section , after evaluating aspects such as innovation in the use of filming, editing, post-production, visual and sound effects technologies, as well as the ability to significantly improve storytelling and audience engagement.
The third award is the Special Star for Creative Direction, a prize given to Professional Technicians for individual professional specializations in each Section and awarded to those who received the highest scores in each Jury's technical evaluations. The award consists of a printed diploma and the publication of the winner's photo and bio in the list of the year's best professionals, included in the Mediastars Annual. Mindspot Marketing Strategist Enrico Costa accepted the award.
