Media brands

The partnership between McDonald’s and Giallozafferano, Italy’s most popular food media brand, goes into its fourth year after burger sales topping 21 million: the original McChicken recipe is joined by Il Gustoso and L’Affumicato, two new Chicken Creations for exciting new taste experiences.

Available in all 640 McDonald’s restaurants in Italy until 30 August, the Chicken Creations are made with special top-quality ingredients sourced from our local supply chain, as well as 100% Italian chicken breast supplied by Amadori and bread produced in Italy by Bimbo. The flavourful Il Gustoso dresses the chicken with Italian red cabbage, Pecorino Romano DOP cheese & pepper sauce and Italian bacon; meanwhile L’Affumicato comes with smoked scamorza cheese made from Italian milk and grilled pepper sauce and will be available in a bun or as a McWrap.

The new recipes reaffirm and strengthen McDonald’s relations with and commitment to the Italian agri-food chain, from which every year it purchases more than 100,000 tonnes of raw materials worth almost 240 million euro. For the 2022 Chicken Creations alone, the company will use around 6 tonnes of Pecorino Romano DOP cheese, 630 tonnes of chicken, 74 tonnes of smoked scamorza and 61 tonnes of red cabbage.

The Chicken Creations were developed jointly by chefs from McDonald’s and the Giallozafferano brand, once again the prestigious partner on the initiative thanks to the strength of its community and ability to involve some of the most popular food creators on an innovative project that is spreading from social media to McDonald’s restaurants across Italy.

“We are excited to renew our collaboration with Giallozafferano, which this year once again has produced original new recipes to satisfy Italians’ love of tasty original food. We are very proud of this project because it reiterates the quality and flavours of our country’s ingredients,” said McDonald’s Italia CEO Dario Baroni. “Chicken is increasingly popular among our consumers, who recognise the quality and origin of the ingredients they find in our restaurants: this, in addition to the tasty recipes, is the reason for the success of a project where we tell everyone about the unique quality of ingredients Made in Italy.”

“Innovation, constant attention to the passions of our community and use of fine Italian ingredients: these are the values underpinning our four-year relationship with McDonald’s, a partner of excellence,” observed Mondadori Media General Manager Andrea Santagata. “We are delighted to continue a collaboration that combines one of McDonald’s most popular burgers with our brand’s creativity and experience. The project is even more innovative this year thanks to the involvement of our creators on the social channels, especially TikTok, where Giallozafferano can try out styles that appeal to young users, and so become a reference in the kitchen for them too,” added Santagata.

The protagonists of the project, starting with the campaign teasers, are the two brands’ web communities, who were invited to guess the ingredients and the names of the burgers.

The Foodqood creators, Daniele Rossi, Fernanda Nicotra, Chef Nerone and Rafael Nistor, each with their own style and communication approach, will deliver a series of exclusive social media content, replicating in their videos the recipes of the iconic McChicken and the new Chicken Creations — presented today during a special event hosted by Willwoosh, youtuber Guglielmo Scilla.

The Chicken Creations campaign and visibility plan were developed together with Brand On Solutions, the Mediamond project area, coordinated by OMD, and will be rolled out on all Giallozafferano digital channels, from the website, all social profiles – Facebook, Instagram, TikTok e YouTube – and the app, with McDonald’s drive-to-store and drive-to-app push notification.

Grazia, a key reference for the latest in the fashion industry and current issues, is presenting Viaggio in Italia – Exploring Italy – a special issue on the most popular locations in the country, recounted by personalities from the worlds of cinema, music and culture.

“This special issue devoted to Italy looks at people’s love of our country. I wanted this passion to be told by the nation’s protagonists: leading names in entertainment and culture. Readers will find features on fashion and beauty that reflect the soul and extraordinary diversity of our country. Enjoy reading Grazia,” said the magazine’s editor Silvia Grilli.

The special edition offers accounts from three top authors, who describe their Italy. Luca Bianchini describes the country in the belief that its real treasure are its people, about whom not enough is said. Gianluca Carofiglio provides snapshots of Bari and Chiara Gamberale, who has been travelling round Italy to present her latest novel, tells Grazia about the emotions and dreams of a country that always has the power to astonish.
Home towns, squares and unexpected corners will also be described by popular figures like Stefano Accorsi, who takes us on a tour of his Bologna, and Luciana Littizzetto, who describes the working-class district in Turin where she grew up, while Mahmood talks about his childhood in Milan’s Gratosoglio district.
The Viaggio in Italia issue is packed with items on must-visit locations in Italy, from the Dolomites to the seas of the southern regions, from hilltop hamlets to enchanting beaches.

The cover story features Paola Di Benedetto, a TV presenter and social media star with more than 2 million followers, who poses for an exclusive photoshoot and recounts her childhood in a provincial town, the unplanned audition, her work on TV and radio.

Readers will find two fashion stories in the magazine: a special feature photographed the among residents of Naples and a shoot in Paraggi on the Ligurian coast. Cool colourful clothes, beachwear, and essential accessories for an all-Italian summer.

Grazia Viaggio in Italia was presented on Monday evening at an exclusive event in the courtyard of Milan State University during the Interni “Design Re-generation” exhibition. The guests were entertained by young singer-songwriter Emma Nolde and the La Rappresentante di Lista pop rock duo. The partner for the evening was the Gattinoni Group, one of Italy’s leading Travel, Business Travel, Incentives and Events operators.

With 21 editions worldwide, Grazia is a constantly evolving brand with 3 million users (source: Nielsen Media Impact Data Fusion, September 2021), and more than 1.6 million fans (source: Shareablee plus Tik Tok and Pinterest).

Giallozafferano, the leading food media brand in Italy, is endorsing Italian cooking excellence with the launch – for the first time on the virtual market – of a series of NFT collectibles: fifteen digital works dedicated to the best known and most loved Italian recipes around the world.

An exclusive project – created in partnership with OMD Italy, media agency of the Omnicom Group, and developed together with ACTA Fintech, a consulting firm specialised in NFTs – which focussed on multiple objectives:

• Innovating: bringing the most authentic and representative recipes of the country’s culinary culture to the Metaverse.
• Protecting and spreading Made in Italy branding: selecting the best of its products and guaranteeing its authenticity via blockchain technology.
• Giving back: by supporting Banco Alimentare, a food bank providing food to the neediest.

For its first NFT collection, Giallozafferano has selected certain most globally iconic and well-known dishes in Italian cuisine, travelling from north to south Italy, and it has entrusted their preparation to the most well-established chefs on the national scene according to the authentic recipe, certified by a gastronomic committee made up of industry chefs and professionals.

“Giallozafferano has always been at the forefront in seizing innovations offered by the digital world and in promoting and making Italian cuisine available to everybody, in any form, along a path that is continuously evolving. We were born on the Web, creating the largest community of food bloggers in the country and we have created a fanbase of over 40 million followers around social media, becoming an international benchmark for food, and today we are home to the best food creators. Now, we’re taking the next leap forward landing on the Metaverse: an important project, which once again sees us engaged serving the authenticity and promoting great Italian cuisine around the world”, Andrea Santagata, general manager of Mondadori Media, stated.

“As OMD, we believe that innovation and experimentation are the basis for staying abreast of change, a constant factor in the technological landscape. NFT and blockchain are important levers in the digital market and we believe it is essential to learn about them and use them correctly. As we have done with other schemes, the projects we implement need to be part of a wide-ranging strategy, which enhances use and mechanics. We believe that Italian culinary heritage lends itself beautifully to be immortalised and narrated using NFTs and, for this reason, we have contributed to this impressive project with Giallozafferano. The beneficial purpose of the initiative shows yet again how culture and innovation can impact the social sphere, raising public awareness and making a substantial impact also from an economic standpoint”, Giorgia Paloschi, Strategic Director of OMD Italy, commented.

The NFT collection
The first recipes of the Giallozafferano 15 NFT collection were prepared by exceptional chefs: Milanese Risotto by the multi-starred chef Alessandro Negrini; classic Tiramisu by Frau Knam and the special version by Ernst Knam; Naples-style Pizza by world champion Davide Civitiello and Carbonara sauce pasta by Luciano Monosilio, the chef who raised this dish to haute cuisine status.

Each dish was photographed by Marianna Santoni, an artist who is an international calling card in digital photography which was then converted to a limited edition NFT.

“Together with Giallozafferano, we’ve managed to combine certain cornerstones of our present times in a single project. Gastronomy, a flagship of our country and a pioneer all over the world, together with innovation, will open the Mondadori Group brand to the universe of non-fungible tokens, highlighting, yet again, the brand’s far-sighted approach with respect to emerging technologies. Being part of this project is a source of pride”, Gian Luca Comandini, Co-Founder of ACTA FinTech added.

Donation to the Milan-based Veneranda Fabbrica del Duomo
The project was presented at a special event during which, Giallozafferano donated the first NFT for Saffron Risotto created by chef Alessandro Negrini to the Veneranda Fabbrica del Duomo.

The recipe will be kept for posterity in the Veneranda Fabbrica del Duomo Archive, which will receive a first non-fungible token, enriching the documentary heritage that the institution has generated and collected in over six hundred years of history since its foundation.

The Veneranda Fabbrica Archive is the diary of the city, active day after day since 1387, preserving infinite and precious treasures. Old documents, ledgers, projects for the Duomo cathedral, musical scores, and pictures dating back to the dawn of photography, as well as so much more.

Symbol of Milan, the Cathedral is also an exceptional place for the story that binds it to this gold-coloured spice: in fact, tradition has it that, to obtain the characteristic ochre yellow colour used for the stained-glass Cathedral windows, the master glassmakers used saffron. Next to the Cathedral of Milan scaffolding, the very particular and colourful recipe of the Milanese risotto is claimed to have been created centuries ago.

The project with Banco Alimentare food bank
For each recipe, 99 copies will be created, of which 98 will be available on the market through the Opensea platform at the price of 99 euros, contributing to the charitable work of Banco Alimentare.

“We’re happy to be the charity partners of this innovative all ‘digital’ project. We thank Giallozafferano for having decided to support our work in favour of those living in fragile conditions. Thanks to the valuable help given by attentive companies such as Giallozafferano, Banco Alimentare will be able to respond to thousands of requests for help received every day: these projects strengthen our alliance with the business world and we hope that this is just the first step of a long journey in the name of partnering and mutual esteem”, Giovanni Bruno, Chairman of the Banco Alimentare Foundation said.

Benefits reserved for holders of Giallozafferano NFTs
The first 4 NFTs will be available on and after 31 May. Buyers will receive a numbered token and certificate. Each NFT will give the holder the opportunity to view the exclusive recipe, correlated with an exhaustive description of its history, in Italian and English, and to participate in a special Virtual Masterclass, starting in September: a unique experience to learn about all the secrets of a perfect dish directly from the skilled hands of the person who created the recipe.

For each recipe 1 NFT Special Edition will also be autioned, at the starting price of 5,000 euros: the owner will be entitled to an exclusive showcooking session with the Chef that created the dish at the Giallozafferano studios and a private dinner for 4 people.

The iconic dishes that will enrich the Giallozafferano NFT Collection
Over this year, the NFT collection will be enriched by 11 other iconic recipes: orecchiette pasta with cime di rapa turnip tops by Fabio Abbattista, Genoese focaccia by Ezio Rocchi, eggplant parmigiana by Daniele Rossi, lasagna with meat sauce, amatriciana sauce, pesto basil sauce, arancini, breadcrumb fried rice balls with a savoury filling. In 2023, the collection will be further enriched with new recipes, continuing to showcase the variety of Italian cuisine and to better express the importance of Italian culinary culture on the global scene.

Giallozafferano is the food media brand of the Mondadori Group: it is a leader on the web, where it is the favourite cooking site of 1 out of 4 Italians, with 16 million unique users per month (source: Audiweb, March 2022), and the fourth largest cooking brand on social media, with a fanbase of over 40 million followers (source: Shareablee and Insight, May 2022). Thanks to its recipes that are within everyone’s grasp, whether novice or expert cook, it is available to people 24/7 on all channels: from the web to social media, even internationally, from apps to smart devices and including magazines and books and local area events up and down the country. Today, Giallozafferano is also home to the best food talents, to whom the first “GZ Creator Award” was dedicated, also becoming a benchmark for the young generations of cooking professionals.

Grazia, the magazine edited by Silvia Grilli, is on the news-stands this week with a special issue dedicated to the young generations. The protagonists of the latest issue are the stars of the virtual words, followed by millions of people, creators of digital universes and fashion imagined by Italy’s most creative students.

“A publication that cares has a duty to tell its readers about social developments. The world of videogames and gamers is a cross-generation phenomenon that brings kids and adults together to create and use infinite virtual spaces,” said editor-in-chief Silvia Grilli. “This issue of Grazia looks at creativity, dreams, the freedom of an imaginary universe. In asking students from the Istituto Europeo di Design to produce fashion features on videogames, I want to involve young people who believe in fashion and its infinite expressive possibilities in the creation of Grazia,” Grilli added.

The cover shows Irama, a singer with a huge following among youngsters, who in a short space of time has become the voice of a generation that rejects labels and fights for its dreams.

A key report examines the world of videogames, which today is more important than cinema, TV and music. The special issue presents the champions of the virtual world who have become global influencers today, from PewDiePie to Pokimane, as well as the phenomenon of streamers, who play live followed by millions of fans, such as Scarlett alias Sasha Hostyn, the most successful gamer of all time.

Italian names are not forgotten: Federica Campana, one of the first professional gamers, Sabrina Cereseto, with 2.7 million YouTube subscribers, and Fjona Cakalli, founder of Games Princess, Italy’s first videogames site run exclusively by women.

The special issue also offers two exclusive fashion features: a clothes shoot and a still life produced together with the professionals at Grazia by students on the Fashion Stylist & Communication course at the IED. The young photographers and stylists took their inspiration from the style of the gamers. The result is fresh colourful fashion, which is both elegant and ironic.

Grazia confirms its position as a constantly evolving brand, in part through a growing number of special projects for customers who want to communicate with the Young target: from the creative idea to the final engagement process, the aim is to produce content that speaks the same language as the target audience, capturing and engaging its attention, and so reaching the ambitious KPIs of each activation. The latest completed projects include Pandora, Onitsuka Tiger and Primark.

With 21 editions worldwide, Grazia is a reference for 3 million users and readers (source: Nielsen Media Impact Data Fusion, September 2021) and more than 1.6 million fans (source: Shareablee plus Tik Tok and Pinterest Insight, March 2022).

Icon, the Mondadori Group’s fashion and lifestyle brand for men, is launching its latest issue, “Rebel rebel”, on newsstands as from tomorrow.

A special issue that the magazine edited by Andrea Tenerani devotes to rebels, people who step out of the mainstream to open up new roads, imagine possible new worlds and build a better future.

Icon has chosen five faces for the cover story of the May issue.
Actor Vincent Cassel, whose frequent roles as a rebel have made him an international movie star, confides, in an exclusive conversation with Icon: «The real rebels are people who lead their lives thinking for themselves and saying what they think, even when they know what they say could get them into trouble. Today very few people can afford to do that».

Next up is Liam Gallagher, founder and frontman of Oasis, the archetypal band of the 1990s. «You can tell I’m a born revolutionary just by looking at me. My style is basic, a mixture of casual and outdoor, but I’m more of a trendsetter than all of my colleagues put together,» he tells Icon.

Another cover protagonist is actor Thomas Brodie-Sangster. After appearing in the romcom Love Actually when he was 13 and in 2020’s most viewed TV series, The Queen’s Gambit, at the age of 30, he will be playing one of the most controversial figures in the British pop industry, Sex Pistols’ manager Malcolm McLaren, in the series Pistol, from Oscar-winning director Danny Boyle. The Sex Pistols’ take on rebellion was an inspiration for this issue of Icon and will also be narrated by legendary bass player Glen Matlock, one of the band’s founding members.

Finally, the cover features actor Luis Partridge, who joined Thomas Brodie-Sangster on the Pistol set, and footballer Rafael Leão, whose age and cheerful flamboyance at every match mark him out as one of the top premier league talents of the future.

Starting this month, Icon will also offer an exclusive new column, “In a nutshell”, where contemporary art star Maurizio Cattelan, will tell readers about his favourite artists. A feature with which Icon once again extends its reporting from fashion to art, culture and society to offer its community of readers an ever wider selection of detailed investigations into the passions of the modern man.

Those featured in the May issue also include Wet Leg, an ironic British rock duo, who in the wake of their extraordinary first single, have just released their eagerly awaited debut album, and rebel Michelle Ngonmo, the visionary founder of AfroFashion Week, who is fighting for inclusion in the world of fashion. Also not to be missed are the conversation with Robert Stickgold, a full professor of psychiatry at the Harvard Medical School, who will tell Icon readers why we dream, and, in the Destination Future section, an essay by Ester Viola on why author J.K. Rowling can be considered a rebel.

The stories of individuals who have made a difference by going outside the mainstream will also appear on the Icon.it website and on the brand’s social media, with exclusive interviews with people who have achieved success by following alternative routes. In addition, the magazine has in-depth features and reports on style, the latest trends and a special section on the passions of the contemporary man, ranging from grooming to beverages, from travel to motorcycles.

Tv Sorrisi e Canzoni, the Mondadori Group’s flagship entertainment brand, has launched the new Telegatto, the stars’ favourite award, which, for the magazine’s 70th anniversary, evolves with a contemporary look as a green artwork.

With the new completely restyled and sustainable Telegatto, Tv Sorrisi e Canzoni is looking to the future, taking a new approach to celebrate the talent of artistes and enhance the prestige of an award that has become an integral part of the history of Italian entertainment.

The exclusives statuettes, in blue, yellow and fuchsia pink, were designed by Cracking Art, a well-known artistic movement that has created urban installations all over the world. Each piece is made of recycled materials and regenerated plastic, with a procedure that is unique in the world of art.

«We are delighted to present the new Telegatto to the readers of Sorrisi. Our famous statuette has been given a make-over, for a contemporary look in tune with the times. Its function has also changed: the criterion with which the Telegatto used to be assigned was based on a subdivision into categories and it was largely a competitive award. But the world has changed, as has the way entertainment is delivered with the arrival of social media, digital and streaming. At the same time the manner and timing of the presentation is changing: our new Telegatto will be presented on several different occasions during the year, as a recognition of the achievement of the recipient» says Aldo Vitali, editor of Tv Sorrisi e Canzoni.

The Tv Sorrisi e Canzoni awards will be given to the stars of television, music, cinema, and sport, as well as to the most representative personalities in modern entertainment, who for Sorrisi have become reference models for audiences of all ages.

The star who opened the age of the new Telegatto is Vasco Rossi, presented with the Tv Sorrisi e Canzoni award by editor Aldo Vitali as a symbol of Italian music returning to a new season of concerts in Italian stadiums. An artist who is a bridge between different generations of fans.

Vasco Rossi is the cover on this week’s edition of Tv Sorrisi e Canzoni with an exclusive interview. Sorrisi is also putting up tickets for the artist’s tour: simply register on the link https://sorrisi70.sorrisi.com/. All the videos on the award of the new Telegatto will be available on the social channels and on the website of Tv Sorrisi e Canzoni.

Palazzo Mondadori, where the editorial staff of Tv Sorrisi e Canzoni are based, was “invaded” by the new Telegatto for a day: the Cracking Art pieces were placed along the edge of the building created by Oscar Niemeyer for the launch of the initiative. 

The new Telegatto underscores the continuous innovation that has always been a distinguishing feature of the DNA of Sorrisi, a brand that continues to win new generations of readers and users, thanks to its special relationship with the stars of the entertainment industry.

Tv Sorrisi e Canzoni is a multichannel system with an audience of 2.4 million readers (source: Audipress, 2021/III), 3.1 million users (source: Audiweb, January 2022) and more than 950,000 fans (source: Shareablee e Insight, March 2022). Its editorial offer comprises the magazine, Italy’s best-selling and most widely read weekly publication, the website, social media and events.

The creative project was developed and organised by the Hunbranded agency.

To mark Earth Day, that falls on 22 April, Grazia, the magazine edited by Silvia Grilli, presents a special issue entitled Pianeta verde, Pianeta di pace (Green Planet, Peaceful Planet) which brings together the voices of leading figures in the ecological revolution along with stories from people who show that another style of life is possible. The whole world in worried about the war in Ukraine and the inevitable consequences it will have of the balance of power in the world, but there is another battle that must not be forgotten: the fight against global warming.

“We are appalled by the images of Russia’s aggression against Ukraine. It is a horror the effects of which will haunt us for a long time. Not only in history and in our memories, but also engraved in the environment, because the arms industry is the most polluting in the world: and weapons manufacturers are the biggest institutional producers of greenhouse gases on the planet,” declared the editor of Grazia Silvia Grilli. At the end of February, a group of scientists prepared a report for the United Nations, warning that the effects of global warming are increasing extremely rapidly. While the whole world is watching Russia’s aggression against Ukraine, with its unspeakable burden of suffering, there is another battle that cannot be overlooked: that for the survival of the planet. On the occasion of Earth Day, in this special issue, I wanted to hear the voices of some of the leaders of the ecological revolution and the stories that can inspire each of us to change our style of life. Because only commitment of everyone can lead us to a more peaceful and greener future,” Silvia Grilli concluded.

Grazia Pianeta verde, Pianeta di pace is an issue full of interviews, exclusive first-hand accounts, surveys, fashion and beauty features dedicated to eco-sustainability and environmental issues. Readers can read an interview with Jovanotti who with his Jova Beach Party 2022 is breathing life into fundraising efforts, scholarships on environmental issues and missions to clean up natural areas. And, once again, Leonardo DiCaprio, the movie star who has done so much for the environment talks about his vocation, his network of donors and the choices in the pursuit of transparency. Marion Cotillard confides in Grazia that she is tempted to leave the movie business for the ecological battles that have already taken her from Antarctica to the Philippines. Now the actress is coming to cinemas with a documentary about young people who are leading the shift towards a sustainable future.

So, a range of content and activities not only in print, but also on social networks and on the web. In fact, from this week, on the Grazia Instagram profile (@grazia_it), Camilla Mendini, on the web Carotilla, the most famous green influencer in Italy, will be the protagonist of a series of videos against daily waste. It begins with a number of reels dedicated to the issue of clothes and objects that are too often thrown away or destroyed, when they could be usefully recycled.

Grazia, with 21 editions around the world, confirms its role as a brand able to continuously evolve, remaining a point of reference for 3 million users and readers (Source: Nielsen Media Impact Data Fusion, September 2021) and more than 1.6 million fans (Source: Shareablee plus Tik Tok and Pinterest Insight, March 2022).

ONIM – the National Influencer Marketing Observatory, which analyses Influencer Marketing at the national level in Italy, welcomes new member Mondadori Media, the social multimedia company in the Mondadori Group that leads the Italian market with 60 million fans.

This synergy will broaden ONIM’s vision of the Italian market even further, integrating the experience and know-how of the Mondadori Media brands, which lead the way in vertical segments linked with the Italians’ great passions: from Giallozafferano to Focus, MyPersonalTrainer and The Wom, to mention only a few.

The social multimedia company holds a distinctive position with 110 social profiles and a growing fanbase on all platforms. This dynamic range continues to grow with innovative editorial content drawing on exclusive partnerships with more than 200 top creators particularly popular with Generation Z, a target that is increasingly the focus of brands’ projects and special initiatives.

“The addition of a company like Mondadori Media,” says Matteo Pogliani, ONIM Founder and President, “represents yet another step toward a complete understanding of influencer marketing and the creator economy in Italy. Mondadori Media has stood out over the years for its constant focus on creators, leading to particularly interesting forms of synergy and integration. It represents a case history worth analysing, offering us an opportunity to broaden our horizons in different directions from “classic” Influencer Marketing”.

“We’re very proud to become a part of ONIM: as Italy’s top social destination, we maintain a constant focus on new idioms and the production of innovative, creative formats”, commented Andrea Santagata, General Manager of Mondadori Media. “Our brands respond to the demands of an increasingly vast public, playing a leading role on the social networks, where we can count on the collaboration of a team of creators including top talents from Italy and abroad. This is why we consider it strategic to continue focusing on influencer marketing, adding to and strengthening our range of content,” concluded Santagata.

Focus, the Gruppo Mondadori brand leader in scientific dissemination, is launching “Talks”, a new web and social media channel which, through direct interviews with scientists, researchers and science communicators, will talk about the innovations and transformations that will change the world in the next thirty years.

In this video library with original contents, available on Focus.it, Facebook and YouTube, Focus will give a voice to the most authoritative representatives of the scientific and academic community: well-known and respected speakers will share their views and vision on the future of science, technology, environment, medicine, nutrition, lifestyles and sustainability, in a variety of formats that range from presentations and debates to live events.

Challenges, progress and evolution will continue the story that the brand started with Focus Next 30, the series of special initiatives and in-depth talks that Focus launched to celebrate its 30^th anniversary in 2022. This journey can build on a strong and constantly increasing digital audience, with over 4.2 million fans on social media that add to the 5 million readers and users.

The Focus “Talks” will be inaugurated with 4 exclusive videos, premiering online:

Nanomedicine for challenging tumours
Marco Ferrari, an academic and entrepreneur, involved in studies on nanotechnologies applied to tumour therapy, will speak of his experience in academia and his research that focuses on the development of nanomedicines.

The motor of water
Giulio Boccaletti, one of the world’s most important experts in environmental safety and natural resources, will speak about water, sharing his experience at The Nature Conservancy, the world’s largest environmental non-governmental organisation, where he directed programmes on this resource in over 70 countries and territories.

The first environmentalist
Paolo Colombo, professor of History of political institutions in the Faculty of Political sciences in the Università Cattolica del Sacro Cuore [university] in Milan, will talk in detail of Alexander Von Humboldt, a naturalist, explorer and scientist who, two centuries before anyone else, spoke of the dangers and consequences of man recklessly exploiting the natural environment.

Fantasy & Science Fiction
Two people will hold this talk, the fantasy writer Laura Troisi and Luca Perri, an astrophysicist working in the Merate Observatory and the Milan Planetarium, which has been dealing with science dissemination for more than ten years. In their talk, they will speak about how literature, fantasy and science seep into one another and mix.

The “Talks” format will be expanded by talks from scientists, astronauts, athletes, artists and experts from all over the world who took part in Focus Live. Every year, the unmissable Focus festival of science offers an audience of fans a thick programme of meetings, events and experiences, with the participation of well-known international figures. Available for the first time on demand, there will be talks by Telmo Pievani, Stefano Mancuso, Giampiero Accinelli, Barbara Mazzolai, Norma’s Teaching, Alberto Mantovani, Luca Parmitano, Bebe Vio, Oliviero Toscani, Tommaso Ghidini, Vittorio Sgarbi and many more.

This digital library of exclusive videos will be with the Focus community until the event’s next edition, which will be held from 4 to 6 November in the Leonardo da Vinci National Museum of Science and Technology in Milan and streamed live.

Source: Nielsen Media Impact Data Fusion, October 2021
Source: Shareablee + Insight, January 2022

The Wom, the 100% inclusive digital media brand for young millennials and generation Z, is today launching the #TheWomPower campaign to celebrate everyone’s uniqueness and freedom to express their personality.

The project is designed to actively involve the new generations on social media through an innovative and inclusive tool, which encourages creativity and helps people speak frankly and openly about themselves, becoming an inspiration to all the community.

People who do not wish to be boxed into a single definition are being invited by The Wom to share their “superpowers” on social media, i.e. share what makes them exceptionally normal, creating a short video with the new #TheWomPower TikTok effect and the Instagram filter. 

Just use your hands to create the The Wom “W” in front of your smartphone’s camera to activate the effect and be surrounded by the new explosive purple cloud in the brand’s palette, and so transform into one of the WOMderful Heroes with the courage and determination of The Wom. The effect is completed by the original Be WOMderful audio track composed specifically for it.

“After its début last month, the new #TheWomPower campaign is a new piece in the The Wom communication strategy aimed at reaching the young generation as its target, promoting the brand’s values. It is an initiative aimed at making everyone feel perfect in their uniqueness, multiplying the contents and positive models they can see themselves in. Because being normal is an amazing endeavour,” declared Daniela Cerrato, mass market brand manager for Mondadori Media.

The campaign has been developed working with the brand’s Gender and Inclusion editor, focusing also on accessibility for people who have hand motor coordination issues.

“The Instagram filter is completely inclusive: it can be activated your fingers or mouth. It is an important step towards eliminating all types of barriers,” explains Benedetta De Luca, Gender and Inclusion editor for The Wom.

The campaign will be expanded by the The Wom squad and involve over 50 creators. These include body positive creator Giorgy Colella, gamer and cosplayer Antonella Arpa – Himorta, creator and makeup artist Abbia Maswi, curvy influencer Barbara Conte, creator and gamer Gioffy, makeup artist and beauty creator Beatrice Gherardini, fashion stylist and creator Lucia Andreoli, beauty creator and makeup artist Pierangelo Greco and beauty creator Arienne Makeup.

All contents created by users and creators will be included in the #TheWomPower effect page on TikToK and in the The Wom Instagram stories.

The project was developed with the contribution of the TikTok Italia team and the FLU and Cosmic agencies.

To support the launch of #TheWomPower, a domination and amplification campaign was put in place and is currently active on TikTok and Instagram.

The Wom can count on a growing audience: in February, its total fanbase on social media was 3.7 million, with 100,000 more followers compared to January, with 2 million interactions (Source: Sharablee and Insight, February) and a 38% increase in unique users on the web (source: Google Analytics, February vs January).

The initiative confirms the versatility of the project that can be activated on the The Wom platform. Thanks to marketing by Mediamond, the brand’s exclusive dealer, customers can use original formats that strategically combine videos, reels, stories and challenges, curated with The Wom editors, to talk about different product sectors, ranging from beauty to fashion, pharma to travel. In each of these sectors it is possible to activate commercial solutions with different types of offers, with guaranteed reach and possibly involving the most WOMderful creators.