(February 2024) | The first edition of the Media Key Venice Award, held in the splendid setting of the Scuola Grande della Misericordia in Venice, concluded with Confindustria Ceramica winning first prize in the Sustainability & Green – Integrated Campaign category for its Ceramics of Italy for Sustainability communication campaign.

The project, developed by the agency Exprimo in cooperation with Confindustria Ceramica, is the result of extensive research conducted over the past few years by Focus Lab with the support of the Italian Ministry of Foreign Affairs and International Cooperation and the Italian Trade Agency ITA. The aim was to compile all available information on the current and future perceptions of the sustainability of Italian ceramic products and included insights from focus groups consisting of Italian and international professionals.

All of the content produced by Exprimo was disseminated through various channels, including the internet, social media and out-of-home advertising. The ceramica.info website – available in five languages – hosted a dedicated section containing more than 90 educational articles, 20 videos analysing regulatory measures and the overall legislative context, and 20 tutorials offering guidance on the main environmental issues facing the sector for professionals such as architects, designers, retailers and installers. The content was also shared on Instagram, Facebook and LinkedIn. Additionally, a series of eight illustrations inspired by masters of Italian advertising summarised key concepts such as water recycling, emissions reduction, attention to people and supply chain certification. This was accompanied by an outdoor poster campaign and postcard distribution at Cersaie 2023, the international exhibition of ceramic tile and bathroom furnishings held in September.

The project was led by creative director Roberto Valentini together with an operational team consisting of art directors Marianna Cattaneo and Matteo Capirossi, copywriter Massimo Canta and project manager Marco Poli.

The Media Key Venice Award 2024 is divided into a number of categories. The winning companies in this edition of the award include Lavazza, Red Bull, Barilla, TIM and Gruppo Montenegro while the agencies include Armando Testa, Ogilvy, Lorenzo Marini Group and PubliOne.