The Winning Play

Creative idea

KGM transformed a volleyball match into a media channel. During live Serie A1 games, Vero Volley players replaced one of their coded play-call signals with the “Signal for Help”, a life-saving gesture still largely unknown in Italy. Because volleyball already relies on hand signals, audiences immediately understood how the gesture worked and how to replicate it. Commentators explained its meaning live, turning the match into a real-time tutorial. By embedding a safety message inside the language of the game, KGM transformed a sporting event into a powerful awareness platform.

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