Mediakey covers our new collaboration with Natural Point, a Recordati Group company: RED won the pitch and signed the launch campaign for Magnesio Supremo Potassio+, the new product in the line designed to fight summer heat, humidity and fatigue. The concept is built around a simple, immediate claim — "Save the summer!" — and the life preserver symbol, carried by the film's characters as a sign of vitality and wellbeing. The campaign runs across all major touchpoints: TV, outdoor, DOOH, full bus and tram wraps, digital and social, directed by Federico Brugia and produced by Haibun.
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