Urban Vision

Break the Fake

Agencies: The Big Now Dentsu mcgarrybowen Isobar


Even if in many countries Covid19 isn’t an emergency anymore, in some other places the epidemic continues to spread, in a very threatening way. That’s why fake news about anti Covid19 vaccines are still dangerous. And that’s way those fake news must be fought.

Urban Vision, one of the most important publisher of advertising spaces in Europe, decided to proactively use its spaces to fight fake news about anti-Covid19 vaccines.

How? By taking the most shocking fake news from the anti-vaccines channels and showing them on a huge 3D billboard. This billboard was installed in a cental street of Milan, where massive anti-vaccines protests took place, blurting out the truth to protesters.

The campaign generated spontaneous press impression, becoming a concrete support for the Italian Health Institutions for the vaccination campaign.

This professional campaign titled 'Break the Fake' was published in Italy in December, 2021. It was created for the brand: Urban Vision, by ad agencies: Dentsu mcgarrybowen, Isobar, and The Big Now. This Digital and OOH Outdoor media campaign is related to the Media industry and contains 1 media asset. It was submitted about 2 years ago.


Advertising Agency: The Big Now dentsu | mcgarrybowen
Executive Creative Director: Stefano Battistelli / Francesco Epifani
Creative Strategy Director: Silvia Cannata
Creative Director: Domenico de Musso / Roberto Giardinelli
Graphic Designer: Stefano Trolese
Motion Graphic: Matteo Milone
Motion Graphic: Jonathan Fecola
Client Director: Caterina Guastini

Chief Experience Officer: Diego Vurro
3d Artist: Alessio Amato
Motion Designer: Ivan Litvinenko
Dentsu Italia
Chief Creative Officer (dentsu creative): Stefano Morelli
Head of Operations (dentsu creative): Chiara Lamera

Production Company: The Big Angle
Film and Production Director: Flavio NaniFilmmaker: Nicola Schito
Video Editor: Alessandro Sartor
Producer: Elisa Capetti
Post-production: PasteuP
Urban Vision
Project Manager: Marika Villa
Production Coordinator: Naike Mollica
Media Agency Manager: Barbara Daresi
Media Agency Account: Dario Costa


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