NEVER GIVE UP #beyondthemask

Mission
Raise funds to help the Italian Red Cross provide food vouchers to families in need, during the Corona virus crisis. VIPs featured in the campaign: Gianluigi Buffon, Alessandro Del Piero, Paulo Dybala, Lapo Elkann, Fedez, Valeria Golino, Papu Gomez, Charles Leclerc, Giovanni Malagó, Paolo Maldini, Federica Pellegrini, Cristiano Ronaldo, Giuliano Sangiorgi, Giovanni Soldini, Bebe Vio, Alessandro Zanardi, Javier Zanetti.
Solution
We developed #BeyondTheMask. More than a hashtag: a complete communication ecosystem online and offline, ideated to reach the highest number of donors. Thanks to the participation of many VIPs from different fields, we created a print and TV campaign showing their face behind a mask with the Italian flag. A strong message that turns the mask, used to hide and protect ourselves from the Corona virus, in a symbol that shows our commitment to helping those most in need. But it is on Instagram that our campaign reaches its maximum. With an Instagram filter everyone has the power to become a testimonial of the campaign, inviting their friends to donate and share the message too.
Partner
Print production: Prodigious / Audio: Morellicostantini Bravagente / Original Music: Luca Morelli / Augmented Reality Design: Beatrice Cardile CEO Pink Salt / Media Plan: Starcomm / Editing: Band

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