the case study

Italy’s COVID-19 vaccination drive needed one unifying language—simple enough for TV and social, human enough to cut through fear. I created the campaign logo, the line “Riprendiamoci il gusto del futuro,” and a shared gesture anyone could copy.

Across ~8 films, VIPs, athletes, scientists and everyday people performed the same move: two “V for victory” fingers tapping the vaccinated arm twice, echoing the double shot. Each story closed with “Con il vaccino, vinciamo insieme. ” The campaign helped normalize vaccination and reduce hesitancy as the rollout scaled nationwide.