The location changed; this year Bologna framed the WMF – one of the most prestigious Italian fairs dedicated to innovation – but the enthusiasm remained intact. With familiar faces and new acquaintances, our 3 days of #wemakefuture were an explosive mix of creativity, networking, and inspiration.
And yes, we did it again! For this edition too, just like in 2023, we chose to curate every detail with surgical precision. But let’s start from the beginning or, as we love to do whenever we face a brief, let’s start from the idea.
Yes, what idea?
From idea to concept: #noexcuses
Last year, with the Infusion Point, our first podcast, we sparked curiosity and stimulated reflections. It was an ambitious start, but it wasn’t enough for us. Why stop there? This year we set ourselves a new mission: to overcome limits, break down every alibi, and encourage those who follow us to do the same.
Thus #noexcuses was born, a concept that speaks of challenges, courage, and above all, action.
How many times have you heard:
“It’s not the right time”
“Let’s talk about it again in six months”
“But will it really work?”
Exactly the same alibis we encountered (and overcame) in our professional life and that we often hear from potential clients hesitant about investing in communication. And it is precisely from here that we started: transforming the alibi into our strength.
The campaign: one podcast, many stories, zero alibis
The first concrete step of our project was the launch of the #noexcuses podcast, recorded live during the three days of WMF 2024, from June 13th to 15th in Bologna. With a full 21 episodes, we involved entrepreneurs and companies who, by recounting their experiences, shared their “excuses” and, above all, told us how they overcame them. A true communication format that managed to combine authentic content and creativity, once again confirming our cross-media approach.
A heartfelt thank you to all those who participated in the podcast, sharing experiences and strategies that enrich the web marketing landscape and inspire our community.
- Alessio Turiziano
- Leonardo Geronzi
- Linda Lo Turco
- Mariano Carozzi
- Stefano Piombardi
- Massimiliano Baldin
- Raissa Caputo
- Walter Smorti
- Alice Zabeo
- Roberta Costantino
- Alessandro Carrieri
- David Bottai
- Elvis Mazzoni
- Giada Franceschini
- Marco Bettiga
- Antonella Spanu
- Mario Troise e Pierpaolo Palmieri
- Matteo Zambon
- Roberto Popy Nardini
- Silvia Signoretti
The design of our exhibition space
Here we are at the part we like best: taking the idea out of the digital realm and building the mix of objects that make it real.
We created a welcoming and functional space, where every detail was designed to encourage discussion, interaction, and above all, to get noticed.
Stars of the show:
- The Alibi Hanger. Don’t call it a display stand: an extra-large panel on which we hung our alibis. Collectible postcards that we distributed along with the unmissable gadgets that were snapped up.
- Mentarossa scarves that we designed and produced, 3 patterns for all tastes. Which is your favorite?
Talking and provocative fans, also here in 3 versions
and then our must-have: - The Mentarossa cap that has always been with us.
How did we maintain cross-mediality?
Obviously with the QR code that led everyone to a landing page
Curious? Here you can find all the details
Numbers and results: when creativity meets business
- Over 1000 gadgets distributed
- 322 people who wanted to leave us their contact information to get to know us better
- 21 podcast episodes recorded
We Make Future 2024 was much more than just a fair: it was a laboratory of ideas, a moment of growth, and above all, an opportunity to demonstrate once again how important it is to invest in communication.
Thank you Bologna, thank you to those who shared this experience with us. Now all that remains is to keep pushing ourselves further, with no alibis.
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