News
10/01/2025

Xister Reply crée la campagne mondiale "Cross it with Goodness" pour Loacker

Xister Reply signs, in collaboration with street artist Alessandro “Etsom” Conti, the special campaign “Cross it with Goodness,” created for Loacker as part of the initiatives designed to celebrate the brand's 100th anniversary.

Xister Reply, Loacker International's digital agency for years, took care of every phase of the project, combining street art and urban requalification, transforming the brand's global concept “Goodness is a Rebel Choice”, a symbol of a “rebellious but good” attitude, into a concrete and visible action on the territory.

Realized in Italy, but designed for global dissemination, the operation took shape with the creation of three murals in Milan, entrusted to the creativity of Alessandro Conti, aka “Etsom.” The works, set within Dolomite landscapes, depict nature populated by alpine animals engaged in unexpected situations that celebrate goodness and love for the environment. Hazelnuts, Loacker's iconic ingredient, become the symbol of the message “Goodness is a rebellious choice” central element of the campaign.

The goal? To bring beauty where it is most needed. Redeveloping often forgotten urban corners, giving them a new life through art. Etsom's creative and inclusive language is perfect for telling a rebellious but positive idea: the choice to do something good for everyone, a gesture that leaves a mark.

“Cross it with Goodness” starts in Italy, but is designed to travel. Xister Reply developed the entire project, from strategy to development to production, to be exported to Loacker's global markets, maintaining the brand's universal message but adapting it to local realities.

To support the debut of the campaign, Xister Reply designed a content plan that takes the message from the local area to digital platforms. The launch is supported by a promo video that tells about the project and the creative process by Alessandro Etsom, offering a glimpse into the work and its meaning. In synergy with the main video, a series of social pills have been created and distributed on Loacker's official channels in different countries to amplify the initiative internationally, involving the brand's communities.

In Italy, the project gains further strength thanks to the collaboration with Guglielmo Scilla (@Willwoosh), the protagonist of a social activation in November. With content on TikTok and Instagram, Willwoosh voiced the #RibelliMaBuoni campaign, inviting his community to discover the new TikTok filter. The filter allows users to virtually “clean up” the soiled walls in their city by “covering” them with Mount Schlern, the brand's symbol.

Watch the video herehttps://www.youtube.com/shorts/hOvgmgHWErM

Credits
Executive Creative Director: Sarah Grimaldi
Client Director: Alessio Vincenzoni 
Creative Director: Filippo Grossi
Client Creative Supervisor: Enrico Costantino
Art director: Uendi Ramanzani
Copywriter: Nicole Montanari
Account & Project Manager: Cassandra Nardi, Valeria Di Persio

Xister Reply
Xister Reply: creativity, data and technology come together through the skills of professionals who have embraced contemporary digital culture. Our goal is to extend brands' territories in an increasingly competitive market to reduce the distance between intention and purchase. We cross data and innovative marketing technologies in order to create an effective and impactful customer journey to help brands attract potential customers and convert them into real customers.

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