OPERA SAN FRANCESCO PER I POVERI
How do you talk about legacy giving without shying away from one of life’s most difficult subjects? And how do you turn a deeply personal decision into a powerful way to make a lasting difference?
For Opera San Francesco’s 2026 Legacy Campaign, we reframed charitable giving in a will as something that goes beyond what we leave behind.
It is a way for the values that have shaped a lifetime to live on — becoming care, dignity and support for people who need them most.
At the heart of the TV film is the Franciscan idea of love, deeply rooted in the organisation’s identity and meaningful to its audience.
RATHER THAN FOCUSING ON LOSS, THE STORY LOOKS AT WHAT REMAINS: A DELICATE, EMOTIONAL AND ULTIMATELY HOPEFUL PORTRAYAL OF HOW LOVE CAN CONTINUE THROUGH THE LIVES IT TOUCHES. THE CREATIVE PLATFORM WAS EXTENDED ACROSS PRINT AND DIGITAL, BUILDING AN INTEGRATED COMMUNICATION ECOSYSTEM AROUND ONE SIMPLE, POWERFUL MESSAGE:
WHAT YOU LEAVE BEHIND CAN KEEP YOUR LOVE ALIVE.
CREDITS
CURIOSITY BOX
HEAD OF CLIENT SERVICES IVANA COSTA
EXECUTIVE CREATIVE DIRECTOR NICO MARCHESI
CREATIVE DIRECTOR & CREATIVE STRATEGIST HILIJA RUSSO
ACCOUNT DIRECTOR GIULIA RATTI
ART DIRECTOR MARCO GIANNONE
JUNIOR COPYWRITER ANDREA TAGLIANI
AKITA FILM
EXECUTIVE PRODUCER PAOLO ZANINELLO
HEAD OF PRODUCTION MAX VILLANI
PRODUCER MAPI BRAMBILLA
PRODUCER ASSISTANT GIULIA PELIZZARI
DIRECTOR MATTEO SIRONI
PHOTOGRAPHER ANDREA DONADONI
