- Create a reputation for creativity and for our agency- Talk to people without talking about advertising- Open an other advertising agency that doesn't talk about advertising, where creatives can express themselves.- Create a culture digital magazine whose content is produced 100% by agency creatives; the contents become live events, where local people and also the whole city can come for culture, exhibitions, readings, music and events.

First Floor Under is founded on floor B1 of TBWA\ Milano. It's a pop-vanguard culture digital magazine whose content is produced 100% by agency creatives, account managers and media planners. The contents become live events. It's a gallery space where local people and also the whole city can come for culture, exhibitions, readings, music and events.

- 70,000 visitors in under a year.- 200,000 page visits.- A Facebook group with 2,000 fans.- 6 exhibitions with over 3,000 partecipants.- 25 non-advertising projects produced.