Cristiano Tonnarelli Group Creative Director


Fucecchio, a small beautiful village in the middle of Tuscany in Italy, asked us an idea to attract visitors.

The problem is that Tuscany is full of beautiful villages and, for a visitor, apparently they are all the same.
So we decided to highlights what differentiate Fucecchio most and we celebrated its most beautiful assets: its residents.

Italy has around 6000 small villages where everything speaks of the country identity and local life. From the buildings to the small shops, everything shapes the local unique personalities, except the streets. Most of their names have nothing to do with local history and are repeated in every village.
For this reason the City Council and the Municipality of Fucecchio launched Local Heroes. It’s a project to replace the initial street names with local living personalities who had a crucial role in their community recent history.

Residents of Fucecchio propose their personal hero via a dedicated microsite, choosing a street from Google Maps and submitting his story with a video, pictures and written content.
The most admired personalities give their names to the village streets and will be remembered forever.
The project has started during the first days of April thanks to a video call-to-action that activated people of Fucecchio trough local social media pages. The inauguration of the first streets were held the 22nd and the 23rd of April.

Close to road signs, people can unlock Local Heroes stories on their smartphones thanks to Estimote beacons through Google Nearby technology.

18 million media impressions with 0 media budget.
150K Euro earned media.
3 minutes average engagement on the microsite.
23 small villages will adopt soon the project.

Date created: April 2017 2017-04-01T00:00:00+0100
Date published: 12 May 2018 2018-05-12T04:43:16+0100


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  • Local Council of Fucecchio, Tuscany, ItalyClient
  • Albertina CoacciCopywriter
  • Bruno BertelliExecutive Creative Director
  • Cristiana BoccassiniExecutive Creative Director
  • Dario CitrinitiDigital Art Director
  • Filippo D’AndreaAccount Supervisor
  • Luca PalatrasiPhotographer
  • Massimo GuerciDigital Creative Director
  • Publicis ItalyAgency
  • Vittorio CafieroDigital Project Manager
  • * Cristiano TonnarelliCreative Director
  • * Giovanni SettesoldiCreative Director
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Cristiano Tonnarelli has been a Contributor since 30th January 2017.

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