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.


Catching spontaneous responses to complex dilemmas and unexpected situations can be a very effective tool to engage people in a campaign: over time, we have developed a real expertise in involving people in unexpected and improvised performance events, under the guidance of professional actors. Thanks to hidden action cameras, these offline experiments can be later brought online to reach a wider audience and challenge it with the questionwhat would you have done in that situation? 

See how people have reacted when confronted with a poor mother asking for help.


Flash mobs, interactive happenings, installations. Engaging people offline through creative solutions is beneficial to non profit organizations for two main reasons: on the one hand, it’s a great way for them to get to know their potential donors and supporters personally, and to be able to answer their questions directly, during the activity. On the other hand, a well conceived offline action is a fantastic photo and video shoot opportunity, that provides useful visual material for online communication. It’s pretty much like saving two birds with one, big, accurate idea.  

Here’s how we designed a perspective carpet for Greenpeace’s offline fundraising events.