Marco De Nicolò

BRIEF: The goal is to increase brand awareness for Medici del Mondo (MdM) and generate empathy to promote the 5x1000 tax allocation, which funds healthcare access for the most vulnerable.

A creative and innovative digital campaign is required, focused on existing social channels. The tone of voice must be distinctive, direct, and activist/provocative, avoiding the victimizing approach typical of NGOs. The campaign must overcome hurdles like low brand recognition and competition by standing out through

its innovative concept.

FUTURE LIONS COMPETITION

ART DIRECTION

Marco De Nicolò

COPYWRITING

Emanuele Scura

THE INVISIBLE STREETS TOUR

The idea is to create new travel itineraries—the "Invisible Streets Tour"—that expose tourists to the unseen realities and social issues in the vulnerable communities where MdM operates. The campaign leverages engaging travel visuals on social media

to drive users to MdM's actual mission, aiming to generate awareness, debate, and civic engagement among an adventurous, socially conscious audience.

FUTURE LIONS COMPETITION

BRIEF: The goal is to increase brand awareness for Medici del Mondo (MdM) and generate empathy to promote the 5x1000 tax allocation, which funds healthcare access for the most vulnerable.

A creative and innovative digital campaign is required, focused on existing social channels.

The tone of voice must be distinctive, direct, and activist/provocative, avoiding the victimizing approach typical of NGOs. The campaign must overcome hurdles like low brand recognition and competition by standing out through its innovative concept.