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Evolving Future

designed by Sofia Romagnolo

for Fineco Bank

The Brief

The new Fineco ‘Evolving Future’ communication campaign, born from a creative concept of McCann Worldgroup Italy, designed and produced by Azzurroscuro aka Sofia Romagnolo X Pink Salt, represents the sequel to the first train wrapping, created by the brand in 2022. The project involves the external clothing of a train on the M1, M2 and M3 lines of the Milan metro, the internal cladding of an M4 train and the creation of a station domination of the Santa Radegonda Tunnel in Milan Duomo Metro Station.

Milan, a constantly evolving city. Fineco, the brand that takes you into the future. Milan, an open minded city, oriented towards the future and sustainability, where tradition and innovation blend in a dynamic and harmonious way towards a better tomorrow. Imagining what the Milan of tomorrow will be like, representing it even more inclusive, futuristic, green and electric.

Along the message: “Embrace inclusiveness today, foster sustainability tomorrow”.

The Idea

“What does it mean to live sustainably?”

Sofia Romagnolo designed the illustrations of this exciting project, imagining a collective march towards the future.

The artist focuses on the human aspect of sustainability, creating a parade of people who interact with each other, where every single one performs a different action and plays a different role in society.

However, the common direction suggests the same direction and purpose: Being Sustainable.

Each illustration deals with one of the main 3 pillars of sustainability, imagining the Milan of tomorrow where inclusion and ecological awareness are the protagonists of everyday life.

Environmental Sustainability is the ability to preserve and protect the natural environment over time through appropriate practices and policies, satisfying present needs without compromising the availability of resources for the future. Keywords: Clean energy, Biodiversity, Renewable resources, Electricity, Air quality, Ecological city.

Economic Sustainability defines the approach by which economic activities are conducted in such a way as to preserve and promote long-term economic well-being. In practice it aims to create a balance between economic growth, resource efficiency, social equity and financial stability. Keywords: Impact 0, Km 0, Used, Recycling, Small Entrepreneurs, Work, Technology.

Social Sustainability implies attention to the well-being of people and communities. It is about promoting equity, human rights, access to education and health and decent employment. It aims to create inclusive societies, reduce inequalities and ensure long-term well-being for all people, preserving social cohesion and justice. Keywords: Culture, Inclusion, Minorities, Equal rights, Gender freedom and opportunities, art, community.

M1 – M2 – M3

M4

Work in Progress

About
Sofia Romagnolo

Sofia Romagnolo, aka Azzurroscuro, is an illustrator that lives in Como, Italy. She collaborates with any reality that wants to make inclusiveness, sustainability and color her strong point.

Her illustrations are a mixture of geometric shapes, bright colors and bold lines. She enjoys giving movement to the image by using fun patterns and contrasting colurs that convey the message in a clear and impactful way.

In her career she has worked with The Washington Post, Yakult, The Wall Street Journal, The Guardian, TIM, Zalando, Kiehl’s, Sugar Music, Campari, Linkedin, Hollywood Reporter, Salesforce and other brands.

She says she is an artist because “it is “without a doubt the only thing I know how to do”.

The Credit Cards

The End

client
Fineco Bank S.p.A.
project
Evolving Future
brand
Fineco
agency
McCann Worldgroup Italy
chief creative office
Alessandro Sciortino
creative directors
Simone Romani
Filippo Formentini
copywriter
Stefano Falcone
art director
Mattia Bogani
chief strategy officer
Giovanni Lanzarotti
chief operating officer
Roberta Cutuli
accounts
Flavia Pipola
Margherita Lontaro
head of production
Michele Virgilio
production company
PINK SALT
illustrator
Sofia Romagnolo
aka Azzurroscuro
creative director
Beatrice Cardile
head of talents
Irene Pollini Giolai
executive producer
Anna Caregnato
studio coordinator
Simone De Angelis

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