| Title | #DISTANTIMAUNITI |
| Brand | ITALIAN GOVERNMENT - PRESIDENCY OF THE COUNCIL OF MINISTERS |
| Product/Service | LOCKDOWN CAMPAIGN |
| Category |
E06. Co-Creation & User Generated Content |
|
Entrant
|
METAPHORA Rome, ITALY
|
|
Idea Creation
|
METAPHORA Rome, ITALY
|
Credits
| 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