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The Brief

#nevergiveup and #beyondthemask are the official hashtags of the campaign promoted by Lapo Elkann through his foundation: la Laps to support Italian Red Cross.
To create an on-line ecosystem to raise funds to help the Italian Red Cross provide food vouchers to families in need, during the Corona virus crisis. To communicate #beyondthemask to a wide audience.

The Idea

A strong message that turns the mask, used to hide and protect ourselves from the Corona virus, in a symbol that shows our commitment to helping those most in need.
Pink Salt developed an Instagram AR filter that reached a great result and helped to influence the highest number of donors.
β€œBut it is on Instagram that our campaign reaches its maximum. With an Instagram filter everyone has the power to become a testimonial of the campaign, inviting their friends to donate and share the message too.” – Independent Ideas.

The End

client:
Independent Ideas
brand:
Laps Foundation x Italian Red Cross
design studio:
Pink Salt

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PINK SALT Srls
P.IVA 10415330967
Via Pisacane, 45
20129 Milano, Italy
[email protected]

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