The new campaign for Fondazione Pubblicità Progresso, dedicated to the current relational poverty affecting teenagers, put our creativity and boldness to the test. With surprising results.
A hyperconnected generation, immersed in a constant stream of digital stimuli, yet more and more distant from real-life relationships: this is the subtle yet hugely profound context of #FuoriDalVetro (#BeyondTheScreen) – an original, multi-channel, and multi-target creative platform that invites Gen Z teenagers and young adults (as well as everyone else) to reconnect with others and with themselves.
In this campaign, screens are visualized as a glass box, a metaphor for the transparent cage they can create, full of redundant and often futile stimuli that can besiege, distract, and isolate us at every moment.
The climax of the story is the simplest and most human of gestures – two hands touching – which is powerful enough to crumble the cage and finally go beyond the screen to join real life.
But how could we get the message across to a target that shuns paternalistic messages, life lessons, and preachy advertising? We let the most emotional and universal of languages do the talking: music.
The result is an original track, written and set to music specifically for the campaign: an authentic tool for connection, a bridge between teenagers’ inner world and the challenges they face every day.
The third noteworthy element of the project concerns its execution: we decided to experiment with production by translating a 100% human idea into our first 100% AI-generated commercial (and video clip).
Using AI was a conscious conceptual and stylistic choice, designed to capture a target audience that was born and has been raised within this ecosystem for some time. Thanks to the collaboration between the PhoenixADV creative hub and some of the top talents in the agency’s Archipelago of Skills, the process literally took shape before our eyes.
Media planning reflected the will to reach the broadest audience possible: in addition to all main Italian TV channels, the campaign had a strong presence (both digital and physical) in major Italian cities. Furthermore, the Fuori dal vetro track was made available on all music streaming platforms – YouTube, Spotify, Apple Music and Amazon Music to name the main ones. A “megaphone” that has allowed the project to extend beyond traditional communication, transforming the message into an authentic shared experience.
In short, in the words of the song, Life happens beyond the screen – and in this adventure so many challenging and exciting things happened.
AGENCY: PhoenixADV
CO-FOUNDER E CEO: Alessandra Fanzago
CO-FOUNDER E CREATIVE CURATOR: Corrado Mazzucchi
CHIEF ART DIRECTOR: Andrea Cipriano
CHIEF COPYWRITER: Federico Biglieri
ART DIRECTOR: Ilaria Marchisio
ASSISTANT ART DIRECTOR: Giulia Agosto
DIGITAL STRATEGIST: Giulia Rosa
VISUAL DESIGNER: Elena Charbonnier
ACCOUNT MANAGER: Michela Di Domenico
PRINT PRODUCER: Marco Burzio
AI video production
PRODUCTION HOUSE: Taxfreefilm
DIRECTION, AI AND EDITING: Franco Tassi
ANIMATION AND GRAPHICS: Francesco Tassi
Static image photo editing
POST-PRODUCTION: Andrea Priotti
Original music
PRODUCTION: Screenplay, Hit Factory, PhoenixADV
AUTHORS/COMPOSERS: Federico Biglieri, Corrado Mazzucchi, Gianfranco Clerici, Nicolò Fragile, Andrea Piras, Mattia Ruggeri
PUBLISHER: Screenplay, Hit Factory
LEGAL ADVISOR: Studio Tavella - Avvocati associati
© 2026 Phoenix Advertising S.p.A. - P.IVA IT06878880019
© 2026 Phoenix Advertising S.p.A. - P.IVA IT06878880019