{"id":2637,"date":"2023-04-24T21:08:49","date_gmt":"2023-04-24T19:08:49","guid":{"rendered":"https:\/\/www.mentarossa.it\/calmagesso-il-kit-di-sopravvivenza-creativa-che-tutti-o-quasi-aspettavano\/"},"modified":"2025-04-17T10:55:13","modified_gmt":"2025-04-17T08:55:13","slug":"calmagesso-the-creative-survival-kit-everyone-or-almost-everyone-was-waiting-for","status":"publish","type":"post","link":"https:\/\/www.mentarossa.it\/en\/calmagesso-the-creative-survival-kit-everyone-or-almost-everyone-was-waiting-for\/","title":{"rendered":"Calma&gesso: The Creative Survival Kit Everyone (or Almost Everyone) Was Waiting For"},"content":{"rendered":"
[vc_row el_class=”maxw1140″][vc_column][vc_column_text css=””]\u201cIt was a sad day, full of deadlines to meet, one of those days when the light at the end of the tunnel is called \u201ctask closed\u201d. On that very day, between an editorial plan and a visual to create, it happened that\u2026\u201d. No, it’s not the beginning of a script for just any commercial, only the moment when an idea took shape on a blank sheet of paper: calma&gesso (calm&chalk).<\/p>\n

But let’s take a step back.
\nHow can an advertising agency communicate itself, sidestepping stereotypes and avoiding a simple, and useless, exercise in style?
\nThis was the question that, for some time, occupied the dead (non-existent) time of Mentarossa. Studying winning strategies for its clients is undoubtedly the core business of a communication agency, and consequently ours too, but studying impactful self-promotion is a whole other thing.<\/p>\n

At that moment, there are no clients and executors, victims or “executioners” of a brief, there is only your work group and the desire to do something that represents you, that elicits a smile, that intrigues your clients or those you hope will become them.
\nNot having particular constraints can be an advantage, but the blank page syndrome is just around the corner. We had to start from the basics, we had to do what we do best: amaze.<\/p>\n

Somewhere we had to start: what is the state of mind that usually unites all those who share an office? Easy answer: stress.
\nThe days are a succession of exhausting calls, people crowding one’s desk, bringing more or less absurd requests, asking more or less relevant questions to the work sphere.<\/p>\n

Added to the stress is the lack of time, the phone calls from a companion* eager for attention, tight deadlines. Even closed doors, when leaving the office corresponds to absurd hours. Yet all this MUST have a solution, there must be a way to transform problems and weaknesses into opportunities.
\nCalm down, you have to keep calm, indeed, as an old saying goes: calma e gesso!<\/p>\n

Calma e gesso\u2026 what a strange saying\u2026
\nThe origin of this phrase comes from the game of billiards. When a player is about to make a complex shot, they usually take their time, rub the tip of the cue with chalk, think about the effects of their shot and\u2026 score!
\nHere’s the idea: create a kit capable of solving the problems that afflict almost all prospects and clients using chalk!<\/p>\n

A small, handmade box, each containing four small colored chalks, branded Mentarossa, would literally arrive in the hands of a few selected people, profiles whose capacity for imagination would be able to ignite the spark.[\/vc_column_text][\/vc_column][\/vc_row][vc_row el_class=”articolo_riga_img mtd100 mtm50 maxw1140″][vc_column]