My university thesis is a campaign
envisioned by the Italian Alpine Club
(CAI) aimed at both newcomers to
alpinism and seasoned enthusiasts
who might not fully appreciate the risks
involved. The campaign emphasizes the
importance of pursuing one’s dreams
safely and responsibly, highlighting that
while dreams are vital, life is precious.
The accompanying book provides a
comprehensive overview of the project,
detailing everything from initial research
and brand analysis to the campaign’s
final execution and content. It serves as
a complete guide to understanding the
campaign’s depth and purpose
• 3 Print Advertisements: Visually striking ads designed to
capture attention and convey the campaign’s core message.
• Video Advertisement: A compelling video that brings
the campaign’s themes to life, engaging viewers on an
emotional level.
• Social Media Strategy: Six thoughtfully crafted posts,
including three engaging reels.
• Extra Content: A poignant video imagined as my father’s
last words, sharing a personal experience to make the
campaign more relatable and emotionally resonant.
