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.