CLOSE
Advertising fans, we always have been. Advitaly was the first community project we experimented with: a virtual place where creatives and non-creatives from the Italian advertising industry could meet and discuss the latest campaigns, overcoming the concept of a cold press review.
The heart of Advitaly was represented by instant posts: the best campaigns, the most pop, posted on our profile and commented in captions, the real content. Here we analyzed the choices, the context and reported the people's credits behind creativity. Here our followers could build an idea about it, meet other creatives to follow, fall in love with the cutting of an agency.
Once the public got used to following us for our main content, we started experimenting: ad hoc columns and insights, vertical content on individual topics and people. Everything to share the culture learned from our obsession.
We have studied and disseminated insights on testimonials, creative fashion directors and on the way in which they are connected with the advertising world. We focused on specific brands, telling the best and worst campaigns, retracing the history of the most famous agencies, from their inception to their success, to inspire the youngest.
In all our releases we have never forgotten about design, working to have a real coordinated image designed for social networks: large and readable main information, details that add depth without weighing it down.
Once we reached maturity, which on Instagram means exceeding 10K followers (at least in 2019), we redesigned the identity, developing each use more carefully, to appear even more solid and structured to the eyes of newcomers.
Last but not least, the relationship with the fanbase. In the beginning, the strategy was to act as something institutional, and so it was. For months we were mistaken for the digital division of advertising publishers such as Engage or Youmark. When this brought us enough authority, changing the tone of voice, making it more real, sincere and frank, Advitaly made room for itself and people began to treat us like the nerdy friend, who in the end is what we have always been.
Like all obsessions, our obsession with describing the world of communication has slowly faded, leaving room for a new desire to do it, in our own way. Advitaly has stopped over time, and is now an archive of 3 years of Italian communication and not available to everyone, free of charge, always on our profile.
