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Creative

FCB Milan Unveils The Endless Possibilities of Being Free for PittaRosso

Campaign showcases the artwork of talented arm-less-artist-performer Simona Atzori

FCB Milan Unveils The Endless Possibilities of Being Free for PittaRosso

FCB Milan’s new campaign for PittaRosso sets the stage for a new strategic path of the footwear and accessories brand, with the aim of enlarging its customer base through directly appealing to the hearts of consumers. It does so with a message of rapture, a concept that revolves around the campaign hashtag #InfinitePossibilità. A story of femininity, opportunities and freedom.

To tell it in a truly unique way, PittaRosso has chosen the face - and the body - of Simona Atzori, a woman who has decided to go beyond any limits and who has been able to make her diversity the driving force behind a successful artistic career. Simona was born without arms, and uses her feet to draw, dance, write and create. She has been a successful dancer and artist, appearing on national television, in books and dancing at the Vatican and at the Paralympic games.


The campaign launched on the 16th April, running in print in the main national newspapers and magazines as well as digital and social content, including the dedicated landing page of infinitepossibilita.pitta.rosso.com. The campaign is rolling out through a variety of strategic media mediums to enhance the visual power of the message “infinite possibilities” that characterise the life and story of Simona Atzori.

Francesco Bozza, Chief Creative Officer of FCB Milan commented on the campaign, saying, "We are proud of this campaign, in every way possible: proud of having conceived and presented it during a pitch. Proud to have made it with this care and sensitivity and proud to have met an extraordinary person like Simona Atzori. Together, we helped the brand make a noticeable qualitative leap.

It reminds us that our job is not only to solve a marketing problem, but to do it through brilliant creativity ".

Simona Atzori, Managing Partner added, "I am very happy to be part of this wonderful project. Being able to "donate" my image to PittaRosso was an idea that impressed me a lot. Combining the message of the different possibilities of shoes, which PittaRosso offers, to my "particular" ability to use my feet, is an idea that immediately involved me passionately. My use of the feet is certainly particular, and the different ways I use them, offer the inspiration for a message, in line with what PittaRosso wants to communicate to people.

The concept of infinite possibilities speaks to those people who in their lives, have discovered that they can use their feet in endless ways and feel happy, complete, beautiful and able to play with their bodies. It gives people the opportunity to try to get involved in different ways. The shoe becomes an instrument to encounter all the infinite possibilities of expression that each of us deserve to experience in order to live a full meaningful life. "
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Creative Agency

Creative Agency: FCB Milan

Copywriter: Greta Carrara

Art Director: Mattia Errico, Marina Masperi

Producer: Michele Virgilio

Chief Creative Officer: Francesco Bozza

Group Creative Director: Fabio Teodori

Senior Copywriter: Massimiliano Sala

Junior Producer: Martina Ferdinandi

Strategic Planner: Elena Molinari

Junior Art Director: Elena Molinari

Photographer: Photographer

Executive Producer: Michele Vilardo

Production Company

Production Company: The Family

Executive Producer: Maura Beretta

Director: Laura Plebani

DOP: CDP Mattia Campo

Stylist: Tatiana Carpignano

Hair and Make Up: Vessy Vess