Nascentdesign - Italian Brand AgencyNascentdesign - Italian Brand Agency
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The Brand Dispatch

July 2023

   The Last Photo: THE FATAL TABUES.

Winner of 2 Grands Prix at Cannes, The Last Photo is the suicide prevention campaign launched by Campaign Against Living Miserably (CALM) and produced with DDB in London.

It consists of a 90-second video and a photo installation where smiling people are portrayed playing with their children, running with their dogs or toasting with their friends.

Only later do we discover that they are among the last pictures taken of people who have died by suicide. Because that is precisely the concept of the campaign: it can be difficult, sometimes impossible, to realize that someone is having suicidal thoughts. The only real way is to open up to conversations about this issue that is still taboo, but that affects an ever-increasing number of people, especially in wealthier countries. In England it is more than 5,000 a year.

"By removing the stigma surrounding suicide, we can accept it as a possible everyday conversation, putting everyone in a position to say how they feel. Openly, without judgment and without shame." states Calm's president.


Heineken, with its houses conceived by Publicis Italy/Le Pub, smashes Cannes by taking home 8 lions.

One of these goes to the new global campaign "The Closer" centered on the quirky high-tech bottle opener, a provocative symbol of the power of disconnection. A design object that becomes the subject of award-winning creativity. It is a smart bottle opener, that turns off your connection just as you open your beer.

How does it work? The device can be connected via Bluetooth to your PC or other devices that are commonly used to work and a simple optical system provides for turning them off when it is brought close to the neck of a bottle. A demonstration that, before becoming a commercial,  was physically done in America with the possibility of registering to win a sample.

With "The Closer" campaign, Heineken and Publicis Italia/Le Pub are addressing one of the hot topics of the moment: the increasingly strong need to find a better work-life balance.


Two Cannes Lions were awarded to an installation promoting road safety in Africa. A little background: South Africa has one of the highest road accident rates in the world, and according to statistics many are caused by the famous blind spot.

A possible solution was found and implemented by the Ogilvy South Africa team, which narrates the project this way: "Using a paint called Black 3.0,  which is so dark that it absorbs 99% of light and removes all definition, Ogilvy Cape Town created "The Blind Spot":  a series of life-size "invisible" installations where we made possible moving obstacles, such as delivery drivers and cyclists, that might suddenly appear in the blind spots of a car driver, disappear and then reappear."

During the exhibition viewers could scan the installation using an augmented reality (AR) filter that reveals the object in its entirety while explaining more about Blind Spot Monitor and other safety systems available through IQ.DRIVE. The Blind Spot was implemented at Volkswagen dealerships during Motorcycle Awareness Month conferences.


Sustainable travel is a growing trend, even in summer vacation planning.

A research by Deloitte found that 64% of Italian tourists (71% for those under 35) are influenced in their travel decisions by environmental and sustainability considerations. But the unexpected finding is that the majority of Italians today seem to be willing to pay a premium in order to be able to take advantage of services and operators that work in a sustainable manner.

Sustainability in tourism is associated with land protection, proximity tourism and "like a local" travels to support the local economy, but also with the use of environmentally friendly means of transportation to reach the desired destination. "I go back to the same beach as last year, but I reach it by train or maybe in a friend's electric car."

The growth of ecotourism is indeed a key element in our country's turn toward a structured and widespread ecological transition. And communication should go hand in hand. Today, if we search for "sustainable travel" on Google, "about 11,000,000 results appear in 30 seconds." Yet, again according to Deloitte's survey, for 77% of tourists, online booking sites and travel agencies need to improve their reporting of facilities with sustainable certifications and better guide tourists toward a new way of traveling.

June 2023
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