YesMilan. The campaign “A new beginning. A step at a time."
A video, with Ghali's voice, invites compliance with the rules in the gradual reopening of the city
Milan, May 3 2020 – In the deserted Milan of these weeks of isolation, five citizens are preparing to leave their homes. It is May 4th, the first day of "phase 2", and the five, wearing masks, leave their neighborhoods and - some on foot, some by bike, some by public transport - cross the famous and less than Milan: from the Meazza Stadium to the Arco della pace, from the Galleria Vittorio Emanuele II to the Darsena, from the Barrios to Piazza Leonardo da Vinci, from Porta Nuova to the Teatro alla Scala, to Gratosoglio.
One of the five is Ghali and his voice accompanies this crossing with a text interpreted by himself: "A new beginning. One step at a time." it is an invitation to face the exit from lockdown with prudence, awareness and serenity.
Ghali explains what the lockdown entailed: "We must be careful, we must not be afraid. We are in masks, we are not blindfolded," says the singer. In his words, in addition to the climate of suspension of the last few months, there is also an invitation to respect the rules and not to lose trust in others: "This is the phase in which we are understanding the value of freedom. And together we are more human than ever" .
On these words that describe the spirit and the qualities of attention and care of Milan's return to the "new" normality, the journey of the five ends in Piazza del Duomo, from where the claim “A new beginning. One step at a time”, which will also guide the story of the city in the coming months.
The communication campaign launched with the YesMilano brand is a project by Milano&partners, the promotion agency of the city of Milan, promoted by the Municipality of Milan and the Milan Monza Brianza Lodi Chamber of Commerce.
"A new beginning. One step at a time." was created by the TBWA\Italia Group, produced by Tapelessfilm and directed by Davide Gentile. TBWA\Italia Group, Tapelessfilm, Davide Gentile, Ghali and all the project participants contributed free of charge to the initiative to support the City of Milan.
The video, lasting one minute, will be visible from tomorrow throughout the city, spread both through audiovisual communication circuits and through billboards, and starting from tonight on the social channels of the Municipality, Chamber of Commerce, YesMilano and Ghali.
Notes on the video "A new beginning. One step at a time"
Directed by Davide Gentile; with Ghali, Ida Marinelli, Thora Keita, Giada Lanzotti, Marco Mazzei;
created by Gruppo TBWA\Italy; chief creative officer Nicola Lampugnani; creative director and copywriter Sara Ermoli + Ghali; art director Tommaso Espinosa; copywriter Manuel Bonardi
A Tapelessfilm production
produced by Daniele Gentili; executive producer Luca Legnani; Director of photography Alessandro Ubaldi; editor Matteo Motzo; costumes Sara Costantini; make-up Silvia Murciano; music by A.Carnevali, F.M. Ruffert, M.Pozzi, N.Barozzi; with the special collaboration of SÄMEN.
Text
MILAN
SILENCE HAS PARTY IN THE STREETS OF THE CITY.
NOW THAT THE STOPS HAVE STOPPED TOO
OUR PARKS, OUR BENCHES, OUR STAGES
LIKE PLAYERS WHO MARK LARGE.
IN QUARANTINE WITH OUR MASSES, OUR RAMADAN.
MASKS NOW SERVE US AS APRONS
IN THIS GREAT SCHOOL
AND THEY REMEMBER THAT WE ARE ALL THE SAME.
WE GRADUATED IN PAJAMAS
WE HAVE EXPERIENCED THE BEFORE AND THE AFTER
AND EVERY WAITER HAS BECOME A COOK
THE FIRST STEP.
WE MUST BE CAREFUL, WE MUST NOT BE AFRAID
WE ARE IN MASKS, WE ARE NOT BLINDFOLDED.
MILAN EVEN THE SKY HAS BECOME BEAUTIFUL.
THE TIME HAS COME, NOW MORE THAN EVER
TO FOLLOW THE RULES
THIS IS THE PHASE WE ARE UNDERSTANDING
THE VALUE OF FREEDOM.
AND TOGETHER WE ARE HUMAN MORE THAN EVER.
Campaign materials and contents: "A new beginning. A step at a time."
Subjects:
Updated: 04/05/2020