Lancia has always been close to women, reading into feminine taste, wishes and needs. That affinity means that during the month of October, Lancia, bathed in pink, and charged full of emotion, is proud to have promoted a series of initiatives in support of di
“Pink is Good”. The project, driven by the
Umberto Veronesi Foundation aims to fight breast cancer and other female cancers, by supporting research for a cure, and promoting education about cancer prevention.
It is a fierce battle, but the chances of victory grow ever stronger with greater participation and adherence to the cause. For the whole month, Lancia will proudly sport pink. Everyone who purchases an
Ypsilon will receive the
Pink Badge, a pin that fuses the
“Y” logo with the iconic pink ribbon, emblem of the fight against breast cancer.
A social media campaign across Lancia’s channels has spruiked the importance of cancer prevention, while a series of posts set the jungle drums beating, spreading the news about the major event of October, the
PittaRosso Pink Parade in Milan.
Sunday 22th marked the IVth edition of the charity footrace, shattering the previous record for attendance with
more than 12,000 runners. This sea of pink, a poignant metaphor for the many steps needed to eradicate breast cancer, but an encouraging and heartening sign of how many are ready to take up the fight. More than ever: co-operation will lead to victory.
Triplesense Reply designed the creative strategy for all the on line and off line activities related to Lancia’s participation in the event:
“a new-look website”,
“a structured social media campaign” and
“a video teaser”. On the ground, Triplesense Reply can claim credit for the
Pink Badge distributed during the event, as well as the design and handwork behind the two beautiful
Pink-Wrapped Ypsilons, beloved by the crowd in the centre of Milano.
Credits: Executive Creative Director: Francesco Milanesio; Art: Emanuele De Donno, Riccardo Albertazzi; Art jr: Arianna Passaggio; Copy: Chiara Fissore; Copy jr: Nicoletta Sorge; Social Media Manager: Eleonora Valerisce; Account: Carlotta Peretti, Cassandra Ferro.