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Dr. Giorgini Bets on Timeless Wellness With Nowadays
Nowadays is a single-asset film campaign created for Italian pharmaceutical and nutraceutical brand Dr. Giorgini by Deloitte Digital Italy, launched in May 2019, positioning wellness as an enduring human need that outlasts every passing health trend or dietary fashion.
Dr. Giorgini is a brand owned by Vis Medicatrix Naturae S.r.l., a company founded in Italy by biologist Martino Giorgini in 1977, according to drgiorgini.com. The brand occupies the herbal supplement and nutraceutical segment of the Italian pharmaceutical market, a category defined by its reliance on natural ingredients and a consumer philosophy rooted in preventive self-care. In Italy, that philosophy carries particular cultural weight, sitting at the intersection of traditional botanical knowledge and modern wellness consumption.
The campaign's central argument is deceptively simple. Health trends, products, and wellness fashions change constantly, but the human desire to feel genuinely well does not. Nowadays uses this tension as its narrative engine, inviting Italian consumers to look past the noise of competing health claims and anchor themselves to something more stable: the promise of true wellness. The campaign's positioning, as documented on clapboard.com, is framed as "Choose true wellness," a line that functions less as a product tagline and more as a philosophical stance.
Deloitte Digital Italy, the consulting and creative arm of Deloitte responsible for this work, brought to the project partners and executive creative directors whose credits are traceable through the adsoftheworld.com portfolio archive. The campaign consists of one film asset, making it a focused, single-channel execution rather than a broad integrated push. Its Clapboard Score of 57 out of 100 reflects a campaign that is strategically coherent but modest in its creative ambition relative to the highest-performing work in the pharmaceutical and healthcare category.
Dr. Giorgini competes in a crowded Italian nutraceutical and herbal supplement landscape where differentiation on product attributes alone is difficult to sustain. The Nowadays campaign chooses a different path entirely, anchoring the brand to an emotional and philosophical permanence rather than to any specific formulation or ingredient benefit.
The consumer insight driving this strategy is the observable fatigue that health-conscious Italian shoppers experience when confronted with successive waves of wellness trends — from superfoods and adaptogens to detox regimens and functional beverages. Each cycle creates initial enthusiasm followed by scepticism. Dr. Giorgini's 2019 campaign positions the brand as the antidote to that cycle, a heritage Italian pharmaceutical company whose commitment to natural wellness predates the trend economy and will outlast it.
The competitive context in Italy during 2019 included large multinational players. Major participants in the broader nutraceutical and dietary supplement market globally included companies such as Bayer and Nestlé, according to a market analysis published by prnewswire.co.uk. In the Italian market specifically, the regulatory and commercial environment for nutraceuticals was well established, with Italy's Institute of Health, known as the ISS and cited by iss.it, maintaining frameworks that govern health claims for supplement brands. This regulatory backdrop makes narrative-led advertising strategically attractive, since overt efficacy claims are constrained by law, encouraging brands to compete on identity and values instead.
The global nutraceutical products market was valued at a substantial figure in 2019, with a compound annual growth rate projected at 7.2% through to 2025, according to prnewswire.co.uk. Against that growth backdrop, Dr. Giorgini's decision to ground its 2019 narrative in timelessness rather than trend-chasing reflects a considered long-term brand-building strategy rather than a short-term sales activation.
Nowadays is a film execution, and its creative architecture depends entirely on the quality of its narrative construction. The campaign was developed by Deloitte Digital Italy with Alessandro Gaudio serving as Partner on the project, as documented by adsoftheworld.com. Executive creative direction was handled jointly by Emanuele Viora and Andrea Jaccarino, whose names appear in the campaign credits archived on adsoftheworld.com.
The decision to work within a single-asset film format is itself a creative statement. Rather than distributing the campaign across multiple touchpoints and formats, the Nowadays execution concentrates its argumentative and emotional energy into one piece of film. In pharmaceutical and healthcare advertising, where the temptation to over-explain or to catalogue product benefits is ever-present, this restraint is notable. The film format allows the campaign to develop a tempo and a tone that a static or digital display execution could not sustain.
The narrative approach aligns with a broader movement in Italian and European healthcare communication that favours brand storytelling over product demonstration. By addressing the concept of wellness as a constant rather than a variable, the creative team working under Viora and Jaccarino built a campaign that speaks to a psychological truth rather than a functional claim. This is a structurally intelligent choice in a regulatory environment where direct health claims on nutraceutical and herbal supplement advertising face scrutiny, as noted in frameworks published by Cms Law and legal500.com covering Italian pharmaceutical advertising standards.
The overall creative register of Nowadays, as assessed in the Clapboard archive, is thoughtful and purposeful, though the single-asset scope limits the degree to which the campaign could build narrative depth across multiple viewing occasions or contexts.
No verified performance data for the Nowadays campaign is publicly available. No sales figures, brand tracking results, media reach metrics, or digital engagement statistics have been published or attributed to this campaign by Dr. Giorgini, Deloitte Digital Italy, or any independent third-party source. No shortlist placements or award wins for Nowadays have been identified at Cannes Lions, the Effies, the One Show, D&AD, the Clios, the Webby Awards, or WARC, according to clapboard.com.
In the absence of measured outcomes, structural effectiveness becomes the relevant frame of analysis. The campaign's strategic logic is sound. A heritage Italian pharmaceutical brand with origins dating to 1977, operating in a category where regulatory constraints limit explicit efficacy claims, has rational grounds for pursuing values-based narrative advertising. The Nowadays film positions Dr. Giorgini as a stable, trustworthy presence in a volatile wellness market, which is precisely the kind of brand-building work that accumulates value over time rather than producing immediate measurable spikes.
The Clapboard Score of 57 out of 100 places Nowadays in the mid-range of archived pharmaceutical campaigns. It reflects a campaign that achieves its strategic intent with reasonable craft but does not break new creative ground. For a single-asset film produced by the Italian arm of a global consulting group for a domestic nutraceutical brand, the execution is appropriately calibrated rather than transformative. The campaign's primary contribution is positioning clarity — and in the pharmaceutical and healthcare category, that clarity has lasting brand value even when short-term metrics go unmeasured.
Nowadays is a 2019 pharmaceutical film campaign created for Italian nutraceutical brand Dr. Giorgini by Deloitte Digital Italy. It argues that the desire to feel genuinely well is a constant that outlasts changing health trends, positioning Dr. Giorgini under the banner of true wellness. The campaign was launched in Italy in May 2019, as documented on clapboard.com.
Deloitte Digital Italy created the Nowadays campaign for Dr. Giorgini. Alessandro Gaudio served as Partner, and executive creative direction was shared by Emanuele Viora and Andrea Jaccarino, according to adsoftheworld.com. The campaign launched in Italy in May 2019 as a single film asset, making it a focused rather than integrated execution.
Dr. Giorgini is an Italian pharmaceutical and nutraceutical brand owned by Vis Medicatrix Naturae S.r.l. The company was founded in Italy by biologist Martino Giorgini in 1977, according to drgiorgini.com. It operates in the herbal supplement and natural wellness segment of the Italian healthcare and pharmaceutical market.
No award wins or shortlist placements for Nowadays have been identified. According to clapboard.com, the campaign was not recognised at Cannes Lions, the Effies, the One Show, D&AD, the Clios, the Webby Awards, or WARC. Its Clapboard Score of 57 out of 100 places it in the mid-range of archived pharmaceutical campaigns.
The Nowadays campaign responds to consumer fatigue around successive wellness trends in Italy. Dr. Giorgini, a heritage pharmaceutical brand founded in 1977, used the 2019 film to position itself as a stable, trustworthy choice amid a volatile health market. Regulatory constraints on nutraceutical efficacy claims in Italy made narrative-led brand advertising a strategically sound approach.
Nowadays used a single film asset as its sole media format. The campaign contained one creative execution, as recorded on clapboard.com and adsoftheworld.com. This concentrated approach focused all narrative and emotional energy into one film rather than distributing the campaign across multiple channels or formats typical of larger integrated healthcare campaigns.
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