Where and when
Various locations, 2019
From the presentation of their new advertising campaign Una buona spesa può cambiare il mondo (Careful shopping can change the world) to the meeting Coop for schools 2019 with the aim of raising teachers’ awareness of sustainability themes, from the public meeting with Makkox in Livorno, entitled The 6 capital values, the project Coop For Future aimed at suppliers, Coop Italia created all these and many more events in 2019. The company was supported by Elastica, which took care of production, casting, directing and content each time, depending on the requirements of each project. Here are a few happy memories of the most recent projects:
COOP FOR SCHOOLS 2019
On 16 September the Zelig venue in Milan hosted the presentation of the campaign L’impegno per l’ambiente fa scuola da sempre (A commitment to the environment has always been educational). It was created to raise awareness among teachers from pre-schools, primary schools and middle schools regarding the themes of sustainability, featuring an educational project about the importance of taking care of the world by developing people’s interest, respect and sense of responsibility when it comes to the environment. The event was enlivened by Federico Taddia, Marco Dambrosio a.k.a. Makkox e and the comedian Vincenzo Comunale from Zelig.
PRESENTATION OF THE NEW ADVERTISING CAMPAIGN “CAREFUL SHOPPING CAN CHANGE THE WORLD”
On 25 September the new communication campaign Una buona spesa può cambiare il mondo (Careful shopping can change the world) was launched in Milan, as a modern fairy-tale about how to shop in an eco-friendly way. It was created by Havas Milan, and marks a renewed position, a new way of telling stories and a new language, bringing together narrative requirements with a strongly emotional dimension and focusing on a new and unusual star – the Coop shopping trolley, which breaks free from its chains and begins a journey into the world which leads it to carry out good deeds. Giampaolo Colletti moderated the event which also featured Stefano Massini.
THE 6 CAPITAL VALUES
On 23 November Marco Dambrosio, a.k.a. Makkox, a blogger and illustrator who has collaborated with Coop since 2018 with his panels and cartoons, was the star of the public event I 6 valori capitali (The 6 capital values), a “funny and serious” dialogue which aimed to promote the values of the Coop-branded products. He was joined on the stage of the former Teatro Lazzeri of Livorno by the President of Coop Italy Marco Pedroni and the Sky TG24 journalist Alessandro Viola, as they discussed the values of safety, ethics, environmental awareness, goodness, affordability and transparency, each of which was outlined in a video clip which lasted about 1 minute.
COOP FOR FUTURE
Can careful shopping change the world? Yes, if it involves everyone, starting with your suppliers. On 27 November, with this in mind, Coop gave prizes to 5 of the suppliers for the Coop brand products, as part of the Coop for Future project, aimed at raising awareness among Coop suppliers of the themes of sustainability. The project has now been up and running for 13 years. The journalist Eva Giovannini introduced and moderated the day.