MoRE - Museum of Restrictions

Creative idea

After the Pandemic and years of restrictions we take back full possession of our freedom. Freedom that Napisan wants to protect, helping us maintain correct hygiene behaviors. For this, Napisan creates MoRE – The Museum of Restrictions. A museum dedicated to our most recent past, because in an ever faster world, we risk forgetting too quickly the value of hygiene as ally of our freedom. The museum, opened in Milan for five days in May 2023, was visited by thousands of people, producing great media attention and putting hygiene back at the center of conversations in a new post-emergency context.

Brand name: Napisan
Advertiser / client: Ferran Rousaud , Yvette Younes , Giulia Cuccolini, Francesco Luise, Marcella Minotti, Arianna Turri
Product / service: Napisan (Reckitt)
Campaign name: MoRE - Museum of Restrictions
Agency network: MCCANN WORLDGROUP
Agency: McCann Milan
Media agency: Dentsu X
Executive creative director: Alessandro Sciortino
Creative director: Filippo Formentini, Simone Romani
Art director: Filippo Formentini, Mattia Bogani, Sibilla Folcia
Copywriter: Simone Romani, Stefano Falcone, Alessandro Scalmani
Designer: Gianni Tozzi, Fabrizio Severino, Ada Reynaudi
Account director (agency): Vera Ebensperger
Strategic planner / strategist: Ornella Messina
Additional company: McCann Worldgroup: John Mescall - President CLC and Creative Product Adrian Botan - Global ECD Catalin Dobre - Regional Creative Director Central Eastern Europe Carmen Bistrian - Global Product Excellence Director McCann Worldgroup Italy: Daniele Cobianchi - CEO Giovanni Lanzarotti - Chief Strategy Officer Mariarosa Musto - Chief Operating Officer Carla Gomez - Account Junior Michele Virgilio - Head of Production Enrico De Lucia - Head of Momentum Italy