The idea

If, paradoxically, we compared the plant kingdom to a nation, the rules governing it would be completely different from our own — and could become a model for all of us.

The project

A documentary IP that became a physical exhibition: presented at the Triennale di Milano in 2019 and then at Expo Doha in 2024. An exhibition of art and science, a journey into the plant world unlike anything explored before.

Four pillars

Water, Sustainability, Energy, Social organization. Each theme has its own dedicated path within the exhibition, through immersive installations, educational displays and artistic representations.

The project

For the prestigious Lavazza 2025 Calendar, created by Armando Testa, we contracted and involved three talents, coordinating booking and PR: Whoopi Goldberg, Big Mama and Sara Gama.

The talents

The challenge

After 7 years of Basement Café by Lavazza it was time to refresh the format and move closer to Gen Z.

The project

One studio, eight debaters, one urgent topic per episode. Every episode brings together eight people — different each time — with radically different stories, ages and world views, and has them confront the most divisive issues in our society. Guided by a moderator, with an audience called to vote, the participants have to defend their arguments and, above all, listen to everyone else’s. We want to show that it is still possible to argue constructively, passionately and respectfully, building a bridge between worlds that no longer talk to each other.

The challenge

In 2024 the TV consumption of Telethon’s typical donor is shrinking and turning hybrid: we needed a strong digital presence to reach new donors and convert them.

The project

We turned Fondazione Telethon’s USPs into stories, holding a presence across both digital and television. From social strategy to the creative and production of TV commercials, we made what Fondazione Telethon does known — and we are converting it into donations.

The challenge

How do you tell Ricola’s knowledge of and commitment to the environment?

The project

The irrepressible Giovanni Storti and internationally renowned plant neurobiologist Stefano Mancuso help us uproot a few prejudices about the plant world.

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.

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.

The challenge

To build a project that tells Aboca and its values, and positions the brand as a relevant voice online on everything related to “living well”. To create a space for dialogue and build a collective definition of wellbeing: inclusive, intergenerational, sustainable and fair.

The project

A cross-generational talk show created to explore the deeper meaning of “living well”. The format brings together talents of different ages and leading experts — biologists, doctors, philosophers — to dig into the pillars of wellbeing: from physical and mental health to our balance with the environment and society.

Every episode revolves around one central question: the talent voices the doubts and curiosity of the audience, while the expert offers a scientific and cultural reading. The goal is to draw a universal synthesis of the different perceptions of wellbeing, giving room to quality science communication.

The challenge

Prospettiva Terra is a non-profit project created by companies that decided to tackle global warming together, through technology and science. The challenge: to prove, with data, that every tree in a city is not a cost but an investment.

The project

The first project gives a voice to the trees of BAM — Biblioteca degli Alberi, in Milan, within the cultural programme of Fondazione Riccardo Catella. We installed 300 IoT sensors developed by Stefano Mancuso and PNAT, a spin-off of the University of Florence, on the trees of the park’s circular forests.

The Communitree® sensors analyse in real time the CO₂ stored, the particulate matter removed and the stability of each tree. This last measure is new to the scientific landscape: by reading oscillation frequencies it makes it possible to predict the risk of a tree falling and to act before extreme weather events.

The CO₂ and particulate data were broadcast throughout the project on a DOOH screen in Piazza Gae Aulenti, showing citizens in real time the benefits of the urban park next door.

The stability sensor comes from a genuine research project, with Prospettiva Terra acting as an accelerator: thanks to the installation and to the project funding, the machine-learning and AI system behind the sensor faced its first field test. Six months of data collection and processing made it possible to finalise an effective computational model, bringing the sensor a step away from the market, with the goal of making it accessible to cities and public administrations as a tool to protect urban greenery.

Partners & media coverage

Publitalia — media partner, told every phase with the support of Mediaset. Acone Associati — DOOH campaigns on maxi-screens across Milan for the whole duration of the project. INC (Istituto Nazionale di Comunicazione) — Media PR. Under the patronage of the City of Milan.

The challenge

How to open a dialogue with the under-35 audience and hold a place on the web with content that matters.

The project

It is 2018: rappers are not invited on the radio yet, but they fill arenas with hundreds of thousands of teenagers. We propose that Lavazza take a snapshot of the leading Italian rappers as they move from underground phenomenon to mainstream.

That is how Basement Café by Lavazza is born: a talk show distributed on YouTube where the biggest Italian rappers meet and open up, starting from the films that shaped their imagination. We deliberately go against the current and shoot one-hour long-form interviews. On YouTube, where productions are usually low budget, we bring a branded project on a par with the great international benchmarks. The talents take part enthusiastically.