L’Italia che vorrei
A fair, just and free Italy.
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The challenge
How to build a campaign that works on supermarket shelves, on digital and on television. One that winks at a young audience while still reaching a broad one.
The project
Marracash, Levante and Elodie imagine “The Italy I would like”, celebrating the 75th anniversary of the Universal Declaration of Human Rights and Italy’s favourite coffee. A shared story of a fair, just and free Italy. The three artists sign a limited edition of the blend. A cross-channel campaign: manifesto video, TV commercial during Sanremo week, ongoing social activity and special projects for Fantasanremo. Made with VMLY&R.
Two media partners tell the story of the initiative: Repubblica and Radio Deejay.
Inside the project
The manifesto film ↗
The manifesto video written by Elodie, Levante and Marracash, planned on TV and digital.
The product campaign
The three artists sign a limited edition of the blend: three limited editions featuring the faces of the campaign, in tins and across all retail formats.
The competition and the concerts
Buying the limited edition enters you into a competition to win a private concert by the three artists. Three private shows and two partners: Repubblica and Radio Deejay.
Save the Children · Basement Rooms ↗
The project with Save the Children at CivicoZero: the Basement Rooms as a place for young people to meet and make music.