The creative idea exploits across media vehicles the heart-beating visual as supporting evidence of long-life colours:- TV: playing with an ironic First Aid to colours situation, conveys that Ace Gentile makes colours alive- Print: visualizing the T-shirt with the heart-beatingIn store:- capitalising on First Aid to colours: stewards wearing colourful doctor uniforms- heart-shaped materials and gadgets- Guzzini heart-themed home elements - photographic contest on heart-beating colours

In terms of business results, after re-launch Ace Gentile registered excellent results: + 23% in value versus previous year, 5% in consumption and increasing in penetration.In terms of redemption, we reached millions of contacts in stores.