#facciacattiva exemplifies how everything can become viral, can be spread quickly and spontaneously.
During Basketball Serie A 2014-2015 Finals,
Amedeo Della Valle (one of Pallacanestro Reggiana players) made a grimace, due to a collision with an opponent.
The match was very important and that deed immediately made us falling in love: we felt represented by that face and we wanted it to become an icon.
We created a mark, launched an hashtag, opened a Facebook Fanpage, designed clothing and prepared masks.
The rest came by itself.
The spread was spontaneous, among users, fans and mass media.
Italian newspapers wrote about us, local and national italian television showed our stuff, which filled the arena for the last match of the season.
Nowadays #facciacattiva™ is a registered trademark,
a joined-up thinking which connects a whole city
and a 12k fan Facebook Page about basketball and its purest values.
Web is awesome.
Art Direction, Digital, Viral
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