A live event via satellite and the web with 10,000 electrical installers in 27 cinemas all over Italy. A thriller shown simultaneously in all the cinemas involved, an exciting action story of industrial espionage that focuses on a mysterious briefcase featuring the actors Laura Chiatti as the young businesswoman Bianca, Alessandro Fella as the electrician-hero Nicola and starring Franco Villani as himself the Managing Director of BTicino. The short film was shown live throughout Italy and the ending was written live by Villani himself who revealed the contents of the mysterious briefcase to all those watching: the new Living Now civil range. Other video events, a video reportage event and videos for social media were also distributed on various channels. BTB activity has been transformed into a real consumer campaign.

The project was developed in collaboration with our affiliates Cabiria Brand Universe and Lifonti & Company. Together, we form The Story Group