The Winning Play

Creative idea

KGM turned a volleyball match into a live learning experience. During Serie A1 games, Vero Volley players replaced one of their coded hand signals with the “Signal for Help”. Fans in the arena and viewers at home witnessed the gesture in real time, while commentators explained its meaning live. Because the gesture was embedded within volleyball’s familiar system of play-calls, audiences instinctively understood how it worked and how to use it themselves. The result was a live experience that transformed spectators into active participants in a life-saving lesson.

Brand name: KGM Italia
Advertiser / client: ATFlow
Product / service: KGM
Campaign name: The Winning Play
Agency network: Havas
Agency: Havas Milan
Additional company: Havas PR Milan, Prose on Pixels Italia
Web address: https://www.kgmitalia.it
Agency chief executive officer: Caterina Tonini
Director: Stefano Brandolini, Freelance
Additional company: Creative Chairman: Alasdhair Macgregor Hastie Creative Advisor: Lorenzo Crespi Creative Director: Massimo Filimberti Creative Director: Stefano Guidi Senior Art Director: Silvia Boretti Junior Art Director: Marco De Salvo Junior Copywriter: Giacomo Pisa Junior Copywriter: Luna Carocci Client Business Director: Francesca Maggi Head of Production: Antonia Di Muro Production Agency: Prose on Pixels Italia Executive Producer: Paolo Guerra Post-production Supervisor: Stefano Maresca Editor & Motion Designer: Federico Gonzalez Galicia Videomaker Assistant: Lapo Palombo PR Agency: Havas PR Milan Managing Partner Consumer & Brand - Board Member: Cinzia Trezzi Head Of Lifestyle: Rossana Frustaci Senior Account: Serena Morandin