ActionAid - "#Call4Margherita"

Caffeina Parma, Italy

1159

This ad is part of the ACT Responsible Collection

Brand: ActionAid
Country: Italy

Advertiser: ActionAid Italia Onlus

Title	#Call4Margherita
Agency	Caffeina
Campaign	#Call4Margherita
Advertiser	ActionAid Italia Onlus
Brand	ActionAid
Date of First Broadcast/Publication	2021 / 11
Business Sector	Charities, Foundations, Volunteers
Philosophy	After the success of last year's campaign ActionAid, an independent international organization committed to fighting the causes of poverty and social exclusion, has involved Caffeina, Digital Native Agency, to launch #Call4Margherita - the most expensive pizza in the world. It would involve a campaign exposing and protesting against the funds promised but never allocated in our country and the world but necessary to combat violence against women. The idea for the campaign was inspired by the true story of a woman who, to save her life from a violent partner, called the police pretending to order a pizza. In the 2021 edition, ActionAid, together with Caffeina, wanted to emphasize the lack of millions of euros in funding. If pizza today is no longer just a favorite food in the world but a tool to save your life, it means that it is worth much more: it is worth the funds that governments around the world should provide to combat violence against women. Thus was born the most expensive pizza in the world: #Call4MArgherita. Starting from this insight, Caffeina conceived and produced the Main Activation of the campaign: a bulletproof shrine was placed in one of the main luxury streets of Rome, at the beginning of Via Condotti, to symbolize how much the meaning of pizza has changed today. The shrine protects a pizza box, revisited as if it were a necklace case, which has a simple Margherita pizza inside, but with an important message: THIS PIZZA IS THE MOST EXPENSIVE IN THE WORLD. Because if women are calling the police pretending to order it, to get away from their violent partners, it means that a pizza is a tool to save their lives and is worth the funds that the Governments of the world should be providing to combat gender-based violence. Protest for this pizza to be a simple pizza again. Donate (qr code) #Call4Margherita The 18th of November Claudia Gerini, ActionAid ambassador, unveiled the most expensive pizza in the world: the actress, after having uncovered the case from the veil it was shown to the crowd that was gathered in the center of Rome; Gerini then told about the campaign and ActionAid's commitment behind it, and then symbolically tore off, as a sign of protest, the receipt of the pizza with more and more zeros. The activation kicked off the campaign, which has already been picked up by major newspapers around the country and amplified by an influencer campaign, to spread the message and get as many people as possible involved in protesting the lack of funding to combat gender-based violence. Also part of the campaign is a video of Claudia Gerini, who as if she were the protagonist of a commercial for a piece of jewelry, actually reveals that true luxury today is a simple pizza, which, however today in the world has a different value. Like last year, the campaign also involves many pizzerias throughout Italy that have joined the cause: the pizzas will be served on placemats and in boxes that carry the message of the most expensive pizza in the world, complete with multi-figure receipts. An integrated campaign that will last several days, until November 25, and where everyone can donate to support the cause on the site actionaid.it/call4margherita.
Media Type	Ambient
Partner / Chief Operating Officer (COO)	Antonio Marella
Executive Creative Director	Domenico Manno
Deputy Executive Creative Director	Valentina Amenta
Associate Creative Director	Andrea Guzzetti
Associate Creative Director	Alessandro Lapetina
Account Supervisor	Mónica Acosta
Senior Account Manager	Fabrizio Giuliano
Senior Account Executive	Manila Leonzi
Content Designer	Ilaria Mori
Head of Production	Alberto Barba Sanchez
Producer	Davide Signorelli
Videographer	Diana Dabalà
Head of Communication	Barbara Antonelli
Head of Content & Media Relations	Daniela Biffi
Head of Digital Communication	Paolo Chiovino
Head of Brand Communications	Fabiana Costantino