Beyond Borders

Bracco Foundation has a special bond with La Scala Academy, as the two organisations share the same vision of culture, that of a value and an educational tool to improve the quality of people’s life and strengthen social cohesion. With these premises we created "BeyondBorders - Knowledge unites people”, the narrative frame that, through the voices of Accademia Teatro alla Scala students, recounted the concert that Bracco Foundation donated to Italy and the whole world on Italy National Day at Expo 2020.

The agency followed the journey and the emotions of the young protagonists in every step of the way - from the rehearsals at the Teatro alla Scala in Milan to the big event in the Millennium Amphitheater in Dubai. How? Through a powerful content production combining branded content, video interviews, social countdowns, and live coverage. In this way we could convey our storytelling before, during and after the concert, right through the perspective of the students who had the honour to represent Italian culture at Expo 2020 Dubai.

Under the Italian leadership and thanks to the local presence of our agency in the UAE, we developed an integrated communication plan based on a multi-phase strategy. This set-up allowed us to achieve great results in terms of media coverage, both online and offline on major national and international newspapers. Also, thanks to our multilingual social media strategy, we successfully reached different target audiences, well beyond the concert, thus putting under the social spotlight some of Bracco Foundation’s key concerns - how to enhance Italian excellence and the key role of knowledge, research and beauty in connecting people.