A calendar. That’s it?No. Because we played around with a word that has a double meaning in Italy, ‘Trama’:a) The plot of a film, the story told;b) The weft of fabric, the thread within.An unambiguous title “Le Trame del Cinema”, which takes on a new meaning when looking at the calendar.Key detail: a title on each fabric - in a clothes-tab style - dedicated to the genre of cinema it represents.

Awareness of the brand showed a surprising increase, which was registered by all media slot vendors on the channel.The companies that received the calendar confirmed or increased their investment.Of these (1,000), 85% called the media vendors to thank them for the gift.