Travel Guide to the Deserts of Italy

Creative idea

Finish – which has been fighting against water wastage for years with the project “Acqua nelle nostre mani” – in 2022 created the first “Travel Guide to the Deserts of Italy” to urge Italians to face a frightening reality head-on: the progressive desertification of Italy. Not just a thought-provoking gimmick, but an actual detailed guide to the 13 Italian deserts that no one knew about, including landmarks and routes, along with the stories of local people who have lived there since before their desertification. We collaborated with the photographer Gabriele Galimberti, who travelled across Italy to provide a harsh picture of national desertification.

Brand name: Finish
Advertiser / client: Reckitt
Product / service: “Acqua nelle nostre mani” (Water in our hands) – purpose project.
Campaign name: Guida Turistica ai Deserti d'Italia (Travel Guide to the Deserts of Italy)
Agency network: HAVAS
Agency: Havas Milan
Additional company: Havas PR Milan, Havas Events Milan, Reckitt Benckiser (Italy)
Executive creative director: Luissandro Del Gobbo
Creative director: Massimo Filimberti, Claudio La Ragione, Giorgio Turco
Art director: Massimo Filimberti, Claudio La Ragione
Copywriter: Giorgio Turco, Paolo Marella
Designer: Claudio La Ragione
Client account director: Daniela Melodi
Strategic planner / strategist: Francesca Travisi
Senior planner: Bruna Diez
Pr director: Laura Lenhardt
Photographer: Gabriele Galimberti, Camilla Miliani
Event production: Marta Gorio, Riccardo Recchia, Lara Margoni
Additional company: Account Supervisor: Elisa Riboni Account Executive: Giulia Silvi Assistant Account Executive: Lavinia Cavalletti, Nadia Salahie Head of Print Production: Carlo Martegani Head of Social: Alessandro Bochicchio Senior Account: Matteo Inverno Junior Account: Alessia Di Ferdinando Marketing Director Hygiene–Italy&Greece: Yvette Younes Category Manager Finish: Margherita Pizzul, Luca Spadaro Brand Manager: Gaia Lorenzi, Mirtilla Reale Brand Manager Assistant: Diletta Schito