Others
Some projects aren’t born to be part of a long-term strategy.
They’re one-shots — short bursts of energy designed to spark a moment of conversation.
Often, they start small.
Small budgets. Small ambitions.
But sometimes they grow.
They grow in reach, in meaning, and in the way they move people.
Here are a few of those unexpected sparks.
A month before Milan Pride 2018, the Italian Minister
of Family and Disability publicly declared that rainbow families — families with same-sex parents — simply “don’t exist.”
But these families do exist.
They live, love, raise children,
and share stories just like anyone else.
And many of those stories had already been celebrated by millions… right on Netflix.
So, we answered with irony — and truth.
We launched the campaign that “doesn’t exist.”
Across Italy, Netflix began to “deny” the existence of its own queer icons and allies:
A Pride float? Doesn’t exist.
Beloved LGBTI+ characters? They were never there.
Even a Milan metro station in the heart of the rainbow district? Just your imagination.
Of course, it was all sarcasm — a bold, clever provocation that highlighted the absurdity of the original claim. And it worked.
Thousands of people responded,
reclaiming their visibility with pride.
They shared, reposted, and reminded the world:
We exist. We’re here. And we’re not going anywhere.
The new MINI wasn’t just a car —
it was a statement of individuality.
It was the most customisable MINI ever, and naturally, it attracted the most diverse, passionate, and unique fan base you could imagine.
So how could we launch it with a single,
one-size-fits-all video? We couldn’t.
Because MINI doesn’t fit into boxes — and neither do the people who love it.
So we created something just as unique as they are:
The most customisable ad ever made.
Over 150 million versions, tailored through social listening, designed to reflect people’s personalities, passions, and quirks.
No two fans are the same — and no two ads were either.
Then, we went one step further.
We handed over the keys and invited people to create their own MINI ad — celebrating whatever makes them… them.
Because MINI isn’t just about driving.
It’s about owning who you are — and being proud of it, in every detail.
Groupama asked us for a simple social video — something to explain that their insurance could be fully customized, from head to toe, based on each person’s level of risk.
That’s when I remembered a short film I had seen a year earlier. It stuck with me.
It was called Ten Meter Tower.
In the film, people were invited to climb a 10-meter diving board. Some jumped without hesitation.
Others took their time — minutes, even hours.
And some quietly climbed back down the ladder.
It was brilliant. Honest. Human.
And it captured exactly what we wanted to say for Groupama.
So, I did something I’d never done before:
I reached out directly to Axel Danielson and Maximilien Van Aertryck, the creators of the documentary.
I told them we wanted to make an Italian version — this time, backed by a brand.
To my surprise, they said yes.
And so we did it.
At the legendary swimming pool of the Foro Italico — Rome’s most iconic and historic pool — we brought
Ten Meter Tower to life again.
Not as an ad, but as a shared experience.
One that made people reflect on risk, fear, and the choices we face — all through the simple act of a jump.