30-second Tv advertisement in prime time are still very expensive in Italy and if a brand needs to tell a long format story to a wide audience the most clever way is to convey it through its social channels.

On august 25th Wind Ceo twitted "Sometimes to really communicate, technology isn't everything". An astonishing statement for a TLC company ceo. There was a video, as an explanation to his sentence. Shortly after the post was shared on Facebook and the video posted on YouTube. Stakeholders, clients and users in general watched the video and started to share it raising buzz around this moving story about a son and his dad.

FB: views 1.159.769, like: 98.560, comments: 8.003, shares: 35.029

YT: views 727.425, like: 1.916

TW: views del tweet 17.563,

Total views: 1.904.757 - almost two millions views??