brand_ Xiaomi / Urban Vision
scope_ Urban regeneration, OOH awareness campaign on COVID-19.
date_ Mar 2020

the project_
At the beginning of the pandemic, at Casa Surace, we filmed a video in which Grandma Rosetta gave advice on how to behave to prevent the spread of infections—during a time when information about COVID-19 was still uncertain and confusing.
After about a month, we decided to create, in collaboration with Xiaomi and Urban Vision, an OOH awareness campaign. The goal was to encourage everyone to follow the containment measures through socially responsible behavior.
The protagonist, once again, was Grandma Rosetta, who had become an ambassador on the topic.
Maximizing the potential and characteristics of OOH, we decided to develop two custom creatives designed to be viewed in succession: in the first, Grandma Rosetta thanked everyone who, given the exceptional situation, was going out every day to work in hospitals, pharmacies, on the streets, or in supermarkets. In the second, she scolded those who engaged in irresponsible behavior, going out without valid reasons and putting themselves and others at risk.

my role_ art direction, copywriting