The Winning Play

Creative idea

KGM used its sponsorship of Vero Volley to address a social issue aligned with its core value: safety. During a live Serie A1 match, players replaced a traditional play-call signal with the “Signal for Help”, a discreet gesture used by victims of gender-based violence. The unexpected action sparked curiosity, prompted live explanation from commentators, and generated conversation across media and social platforms. By transforming a sporting ritual into a public statement, KGM helped make an under-recognised gesture part of the national conversation.

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