To celebrate 20 years of deliveries, without limits and boundaries, Partesa chose Itaca for the creation and development of an international event which, over 10 years ago, created an ante litteram comprehensivestrategy with a digital focus. The Great Delivery of Birra Moretti in Ushuaia, the city furthest to the south in the world. Because Partesa arrives everywhere.
We started from Amsterdam, the headquarters of Heineken, through Ecuador, Bolivia, Peru and Argentina, down to Ushuaia. The journey was reported daily by a filmmaker, a blogger and a photographer, resulting in a blog, a Facebook profile, a Youtube channel and a Flickr profile. The content was also shown on Babel TV. And it gave life, at the end the journey, to a film, a book and a photographic exhibition titled “Lontano, davanti agli occhi” [Far away, in front of the eyes].
The peak of the journey was the auction whose proceedings were given to the project’s partners: LifeGate for environmental impact, Fondazione PUPI for education and sport and COOPI for healthcare.