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/or 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 2017 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 2017.

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

Date created: April 2017 2017-04-01T00:00:00+0100
Date published: 31 January 2018 2018-01-31T16:45:16+0000


Cannes Lions - Bronze


  • Fucecchio City CouncilClient
  • 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 TonnarelliExecutive Creative Director
  • * Giovanni SettesoldiCreative Director
  • * Fucecchio Tourism department (pro loco)

Who pooled - Local Heroes - Fucecchio