Cannes Lions

MAP OF CORRUPTION

McCANN WORLDGROUP, Milan / FIORUCCI FOOD / 2013

Awards:

1 Bronze Cannes Lions
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Overview

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Credits

Overview

Description

In order to deepen the relationship with the media and get credited not only for exposing the issue of corruption but also for participating in the efforts to solve it, Fiorucci created the first scientific study of this kind in Italy, analyzing 20 years of corruption, from 1992 to 2013: a unique tool the journalists could use in their work. It took over two months of work for a team of sociologists, data analysts and designers to come up with the first scientific map of the history of corruption in Italy, shaped like a ham slice.

Execution

Fiorucci decided to pay back the enormous attention that journalists gave to the campaign with a unique tool that the journalists could use in their work. It took two months for a team of sociologists, data analysts and designers to come up with the first scientific map of the history of corruption in Italy, but the final result was well worth the effort. With this tool Fiorucci not only got recognized as the first Italian brand to openly denounce the issue of corruption, but also gave a scientific reason to believe in its exposé.

Outcome

The map proved to be an effective and appreciated tool for journalists dealing with the issue of corruption, thanks to its high scientific value: in the top part there is information of economic and politic nature. In the bottom section there are the 47 main corruption-related events that have characterized these 20 years. The top part allows to compare indicators of economic nature and the trend of the citations of the terms "corruption" and "bribery" in the major Italian daily newspapers crossed with the perception of the Nation's corruption such as it is represented in the annual index of International Transparency.

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