Real Ads

Real Ads was born from the need to overturn traditional visual codes and challenge the patriarchal roles still showcasing in the media. In fact, in Italy, the law that prohibits showing harmful messages against individual freedoms, civil and political rights, religious beliefs or ethnic affiliation was only introduced in 2021. And recently it was questioned by FDI Senators Salvo Pogliese and Lucio Malan. An amendment that fortunately did not pass, thanks to the signatures collected via a petition on Change.org.

Real Ads reinterprets, through a queer lens, a selection of 8 international campaigns from the last 10 years. As the ideators, the Italian law doesn't allow us to share the original ads. However, it is pretty easy to make the association.

The project is rooted in a simple principle: the role of creatives cannot be limited to generating economic returns, it must also be to narrate a society’s evolution.