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MICAM 92: graphic materials and communication

The photographs and short film of the "Glamorous disaster" advertising campaign (i.e. the first chapter of the "MICAM Glass Slipper" fairy tale, part of the #micamtales project) are the protagonists of all the graphic and communication materials developed by MM Company for the 92 edition of the MICAM footwear fair.

MM Company, entrusted with the creative direction of the event with the accounting of Laureri Associates, took care of the declinations of these photographic/video materials in all the communication materials.
On the communication front, MM Company was responsible for the design and layout of the MICAM, MICAM X and MICAM Milano Digital Show websites and the relative communication/registration landing pages; for the creation of the newsletters for visitors and exhibitors; for the management of social media and relative interactions. In relation to the Italian and international press, the agency was responsible for the drafting of campaign texts and the creation of the printed advertising pages and digital banners.
In relation to the physical exhibition, the agency operated through 2 dedicated teams, working in coordination. The graphic dept. created all the graphic materials intended for the promotion and setting up of the physical Fair: invitations, passes, posters, covering of architectural structures, stamps, wayfinding, customisation of merchandising. While the design dept. took care of the exhibit-experience, with site-specific installations for this edition of the event linked to the advertising campaign, design of the press room, VIP lounge and other reception areas.  

An example of communicative integration that increasingly accompanies the MICAM world across all communication platforms: physical exhibition, digital exhibition, social media, website, traditional and digital media.

scenario analysis
positioning analysis
competitor analysis
trend analysis
strategic consultancy
art direction
creative planning
technical planning
technical programming
set up
lexicon style analysis
tone of voice definition
communication planning
editorial planning