| Title | PortrAIts |
| Brief | We collected thousands of stories from people with MS and, thanks to a generative text-to-image artificial intelligence, turned them into images impossible to ignore. On National Multiple Sclerosis Week, millions of people were able to see what was previously invisible, thanks to an open-air exhibition in several cities and a digital gallery, where people with MS from all over Italy could showcase their invisible symptoms. AISM and MS received a surge of awareness that also prompted politicians to act, signing a charter of rights in defense of those living with MS. |
| Agency |
TBWA\ITALIA
|
| Campaign |
PortrAIts
|
| Advertiser |
AISM (The Italian Multiple Sclerosis Society)
|
| Brand |
AISM (The Italian Multiple Sclerosis Society)
|
| Date of First Broadcast/Publication |
2023 / 5
|
| Business Sector | Institutional/Public Interest/Non-Profit Org.
|
| Story | More than 140000 people in Italy suffer from multiple sclerosis. No one can truly understand them, because the symptoms of MS are often invisible to the human eye. On National Multiple Sclerosis Week, AISM has finally made them visible, with the help of artificial intelligence. Millions of people finally saw what was once unseen, an essential step in changing the future of those affected by MS. |
| Media Type |
Digital
|
| Chief Creative Officer |
Mirco Pagano
|
| Creative Director |
Vittoria Apicella
|
| Creative Director |
Frank Guarini
|
| Copywriter |
Alessandro Monti
|
| Art Director |
Matteo Segat
|
| Art Director |
Maurilia Piazza
|
| Copywriter |
Laura Francesca Trippa
|
| Graphic Designer |
Manuel Montefuscoli
|
| Account Director |
Elisa Schneider
|
| Account Manager |
Mattia Deriu
|
| Event producer |
Fabio Bellifemmine
|
| Project Manager |
Federica Lorenzon
|