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.
“But 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.