But to bring this story to the public, first we had to turn the spotlight on the real issue behind our solution: in partnership with the small town of Esino Lario, we launched a shocking provocation about depopulation.

We put Esino Lario on sale, with a video message from the mayor himself and a dedicated website.

The news was covered by literally every single newspaper in Italy, with additional coverage on national television, on all sorts of programs: from news programs to political debate, from satirical formats to daily shows. When virtually everyone in Italy had heard about Esino’s situation, we announced in a press conference EOLO’s initiative, connecting the Brand to a national conversation.