Back 27 April 2017



The LINES LOVES ME campaign is now on air. It continues to support the research into breast cancer carried out by the Fondazione Veronesi and in addition it pays attention to women with prize-winning contests to enhance wellbeing. The ad was created by the Armando Testa agency and it is running on all the main TV and digital channels.

Lines shows a scene of collective connivance featuring women in a group hug to present the initiative which allows the Fondazione Veronesi to benefit from the donation of one minute’s worth of research for every pack purchased.

The three areas of wellbeing (Physical, Sensorial and At the table) connected to the prizes which can be won by entering the numerous contests connected to the LINES LOVES ME initiatives are shown in the second part of the film.

With creative direction from Piero Reinerio, art director Tina Salvato and copywriter Chiara Demichelis worked on this project. Production company: Little Bull.

Planning by Media Italia.

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