Not so long ago, at Latte we teamed up with an anti-corruption organization, dressed us all up as doctors and nurses, transformed a van into an ambulance and parked it in front of the Italian Parliament. We stayed there for a whole day, stopping every public official or politician who passed by to give them a packet of Trasparentina pills, a medicament against the lack of transparency. This is just to say that whenever we conceive an event, be it an ambient campaign or a guerrilla marketing action, we like to take part in it actively: for us, this is how creativity and message ultimately meet, but also the quickest way to get a sense of the audience’s reaction – and that’s gold for our work.