Young people adopted the campaign: it has been photographed, posted on social media, and twitted thousands of times.

The campaign hitted the news: opinion leaders, journalists, celebs and even candidates quote it.

10.000 tweets in 10 days.

- frequency of “ceres” search on google: +500%.

- from 0 to 265.000 google search result about the campaign in 15 days.

- the most cited brand during the election week.

- people directly exposed to the campaign: 1 million.

- people reached by the campaign: 20 million, 1/3 of the italian population

The media team accurately studied the timing of the planning in order to catch the elections’ momentum and maximize the newsjacking effect. This way a poster planned in the subway of just one city - Milan, the most evoluted and receptive city in Italy - turned into a huge viral phenomenon. Showing that if the message is effective, today even the most traditional medium has no boundaries.

Italian political elections are getting close. But according to polls, many young people will not vote: they think that politicians are a bunch of elderly, corrupt wimps.

Many alcoholic beverages urge young people to drink responsibly. In Italy Ceres is one of the most popular beers among the youth and it wants to invite them to feel responsible not only for themselves but for their country’s future.

How? Going to vote: it’s the only way to change things.

Just as Italy is filled with political posters with all the usual faces, Ceres posters appear on the walls of Milan inviting young people to vote, and to vote with greater awareness than in the past. The message is simple: “Vote first, drink later. Not like the previous times.”