On Friday, June 6th, the San Fedele Auditorium in Milan hosted the awards ceremony for the 29th edition of the Mediastars Advertising Award, one of Italy’s leading recognitions in the field of communication and advertising creativity.
It was a particularly competitive edition, with around 550 projects submitted and evaluated by a jury of industry experts and professionals.
Among the standout participants in this year’s edition was Mentarossa, which earned recognition in the Corporate Pack & Promo category, winning two major awards for the #zeroscuse AppendiAlibi campaign: Second Place in the Promotions section, Corporate Pack & Promo area Special Star for Art Direction.
The campaign stood out for its strong creative and cross-media approach, designed to spark a shift in perspective around the excuses often tied to the professional world. At the heart of the initiative was a cardboard display – original and visually impactful – featuring ironic yet thought-provoking messages. It was showcased at We Make Future 2024, the largest international fair dedicated to Artificial Intelligence, Technology, and Digital Innovation.
Martina Pescioli, Founder of Mentarossa, commented:
“We’re truly proud of this double recognition, which rewards the boldness of a campaign created to playfully unmask the most common excuses in professional settings. With #zeroscuse AppendiAlibi, we aimed to deliver a project that combined creativity, visual impact, and a light yet powerful reflection on how we approach change. This award is a meaningful confirmation of the value of our approach and the work of our team.”
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