CASE STUDY CORONAVIRUS In 2020, coronavirus disease (COVID-19) hit China very hard first and then Italy, especially in the Lombardy region. Draconian measures were taken to avoid its diffusion and people were put into quarantine. The country rapidly shut down, and the whole of Italy was under lockdown for a few months. The worst-affected town was Bergamo. Many people died, and hospitals were overwhelmed. Soon after Italy the virus spread all over Europe. The context During the outbreak Gucci made the campaign, donating 1 million euros to the Italian Civil Protection Department (Protezione Civile) through Intesa Sanpaolo’s ForFunding crowd-funding platform, where the #GucciCommunity could donate as well via a special website for the cause. The donations went primarily towards creating new ICU (Intensive Care Units) beds as well as strengthening Italy’s health services and organisations. Gucci campaign We Are All In This Together 7. Analyse the image on the right and answer the questions. What is the name for this kind of marketing? What can you say about the colours chosen? What is the stylised boy doing? Why? Why aren’t the products manufactured by Gucci mentioned? 8 PAIR WORK In order to make foreign tourists come back to Italy after the outbreak, your advertising agency has been asked to create a few billboards for the campaign called “Rebranding Italy: from dolce vita to deadly virus and back”. The copywriters wrote the following slogans; describe the image you would associate with each of them and say why. Pain goes away, but beauty remains Come back and bliss out Do you want to miss this?