MM Company, the agency entrusted with the creative direction of MICAM Milano
(the world's leading international footwear exhibition) with the accounting of Laureri Associates, has designed and produced the advertising campaign for the MICAM Milano 93 edition, continuing the #micamtales communication project.
This is the second chapter of the famous fairy tale "MICAM Glass Slipper" characterised by the iconic glass slipper. After the first chapter "Glamorous disaster"
presented in September 2021, which showed the protagonist's vain attempt to create her own look for the Grand Ball, this second chapter "Glamorous magic" (February 2022) leads into the magical spell that culminates in a dream dress; and finally in September 2022 the third chapter "Glamorous ball" culminates in the fairy-tale Ball par excellence and the loss of the iconic glass slipper.
The shots of photographer Fabrizio Scarpa and the short film directed by Daniele Scarpa take the viewer inside the home of the protagonist who, after a disastrous attempt to create her own look for the grand ball, is now involved in a glamorous spell. Attracted by an unusual beam of light, the girl arrives in the garden, where a magic spell awaits her, giving her a new party look (House of Mua Mua dress, accessories by Benedetta Bruzziches and Sharra Pagano) and, above all, a pair of marvellous crystal shoes embellished with dazzling diamonds that will allow her to crown her dream of becoming a princess. The shoes, which have always been the most coveted item for women in every age, were designed by MM Company and produced exclusively for MICAM.
Thanks to the iconic key of the concept, and the contemporary irony of the materials produced, the communication campaign goes beyond the mere "advertising dimension" and becomes the protagonist of all the expressions of the event. A real trait-d'union that transversally integrates the physical and virtual dimensions of MICAM: the physical exhibition, the digital exhibition, social media, the website, traditional and digital media, and the special exhibit-experience that has become an eagerly awaited fixed appointment.