#DISTANTIMAUNITI

Title#DISTANTIMAUNITI
BrandITALIAN GOVERNMENT - PRESIDENCY OF THE COUNCIL OF MINISTERS
Product/ServiceLOCKDOWN CAMPAIGN
Category E06. Co-Creation & User Generated Content
Entrant METAPHORA Rome, ITALY
Idea Creation METAPHORA Rome, ITALY
Credits
Name Company Position
Andrea Giovannone Metaphora Creative Director
Arianna Astrella Metaphora Creative Director
Mattia Di Foggia Metaphora Copywriter
Veronica Altavilla Metaphora Art Director
Luca Bernasconi Metaphora Partner

Background

March 9, 2020. Suddenly we had to lock ourselves in our homes. Rules, social distancing: for Italians it seemed an impossible challenge to accept. The Government needed to communicate quickly and effectively with its citizens, spreading not only informations but also a message of hope and positivity.

Describe the strategy

We needed to address the entire national population, using a language different from that usually adopted by institutions. We decided to make use of Sport celebrities, who represents a trusted voice for the italian audiance, capable not only to inform but also to motivate. We chose to convey the message starting both on Social Media and TV to reach as many people as possible.

Describe the execution

Involve the great champions of sport and invite them to share a photo by making a simple gesture: extend an arm outwards, as if to touch an invisible teammate. A symbolic image that started a real movement on Social Media thanks to the spontaneous content created by users, generating thousands of virtual human chains, reminding us that we can stay together even if apart.

List the results

21.000.000 Reach 37.000.000 Impressions 1.200.00 Engagement 650.000 Uses of hashtag