It was one of the most anticipated events in Italy regarding technological and digital innovation, and it certainly did not betray expectations. We are talking about We Make Future 2023, which was held in Rimini on June 15, 16, and 17 at the Rimini Fiera exhibition center.
The concept
It was a true accelerator of culture, training, and innovation spread across 10 pavilions of the exhibition center. We at Mentarossa were among the protagonists of this event, bringing as a concept of the initiatives undertaken a concept of great importance and relevance: sustainability.
At Pavilion C1 – 59 of WMF, we shared the stand with our partner Ergo, a company operating nationally and internationally, supporting businesses in defining and implementing sustainability policies.
The most frequent question asked by the many curious visitors to our stand was: what can link a creative agency to the theme of sustainability?
Much more than one might think. Everything, absolutely everything, even important topics like this, can be at the center of virtuous communication and creatively intercept their stakeholders.
The stand
We started with the setup of the stand.
A green relaxation area… A welcoming garden
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A headline “Sustainability instills trust” declined in several forms:
- an engaging activator: the tea bag to collect from a cardboard tree;
- a QR Code to scan to drink the infusion of creativity offered at the stand;
- a live-recorded podcast “Punto di Infusione” (Infusion Point) that offered interesting moments of discussion and sharing https://www.mentarossa.it/puntodinfusionepodcast
Mentarossa with Nicky: brand identity through product communication
A hot, indeed very hot, moment of our participation in WMF2023 was the speech “How to do brand storytelling through product campaigns” held by our Founder Martina Pescioli with the participation of Ambra Taccola, Head of Digital Marketing at Nicky.
The focus of the shared intervention, which saw a large audience participation, was the story of how we worked on building a brand identity for Nicky, through its products, from social media to the website redesign. Step by step, the intervention illustrated how the ToV (Tone of Voice) was the central asset of the entire strategy.
The flash mob
What was the “postcard” memory we brought home? The flash mob organized with the help and participation of those present! Hundreds of mentarossa hats conquered the fair, through the pavilions, conveying our creative message.
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