Multichannel campaign
Nuove Strade
A new Italy: more open, inclusive and multicultural.
Watch the video
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The challenge
How do you celebrate 50 years of Italy’s best loved coffee?
The project
A journey across the country to tell the values of a new Italy: more open, inclusive and multicultural. The journey is led by Basement Café host Antonio Dikele Distefano, with Ambra Angiolini as narrator and special testimonial.
Inside the project
Nuove strade ↗
The journey becomes a branded series distributed on Italia 1 and Mediaset Infinity.
The music project ↗
An original track and music video promoted on YouTube and Spotify with Madame, Rkomi, Gaia, Ernia and Samurai Jay.
The story across Mediaset channels and Radio 105
The project is amplified across Mediaset channels and Radio 105.