Bringing a small town back to life through tv, digital and hard work.
In Italy, thousands of small towns risk disappearing. Leroy Merlin chose one of them, Calamecca, to renovate and repopulate. We worked with the brand and a tv partner to tell this story across media (including a dedicated website). The small town was soon a space where Leroy Merlin’s best craftsmen worked hard to bring Calamecca back to its former glory. The project involved both new residents and inhabitants, creating new jobs and expressing the brand’s values - proximity to local communities, collaboration and sharing of knowledge - in a tangible way.