Hasta La Creative!

Promo, PR
City of Fucecchio, Tuscany

Italy has around 6000 small villages where everything speaks of the country identity and local life. From the buildings to the small shops, everything shapes the local unique personalities, except the streets. Most of their names have nothing to do with local history and are repeated in every village. For this reason the City Council and the Municipality of Fucecchio, a small village in the heart of Tuscany, launched Local Heroes. It’s a project to replace the initial street names with local living personalities who had a crucial role in their community recent history. Residents of Fucecchio propose their personal hero via a dedicated microsite, choosing a street from Google Maps API and submitting his story with a video, pictures and written content.The most admired personalities give their names to the village streets and will be remembered forever.The project has started during the first days of April thanks to a video call-to-action that activated people of Fucecchio trough local social media pages. The inauguration of the first streets were held the 22nd and the 23rd of April.Close to road signs, people can unlock Local Heroes stories on their smartphones thanks to Beacon technology.

Advertising Agency:Publicis, Milan, Italy
Executive Creative Director:Bruno Bertelli, Cristiana Boccassini
Creative Director:Giovanni Settesoldi, Cristiano Tonnarelli
Art Director:Giovanni Settesoldi
Copywriter:Cristiano Tonnarelli, Albertina Coacci
Digital Creative Director:Massimo Guerci
Digital Art Director:Dario Citriniti
Account Supervisor:Filippo D’Andrea
Digital Project Manager:Vittorio Cafiero
Agency Producer:Maria Vittoria Ceresoli, Jonathan Grassi
Director:Davide Agosta, Riccardo Paoletti
Photographer:Luca Palatrasi
Editor:Roberto De Vita, Romina Bagatin
Digital Production Company:Baroque Worldwide
Account:Elisabetta Bottani