Kappa launches its new social campaign, Come Together with Mahmood. Filmed in the suburbs of Milan, where the winner for the last season of Sanremo grow up, the message behind Come Together reflect on the current situation and teaches us that being far away makes us feel closer to each other.
“There are people that learned what distance means a long time ago: for those who come from the outskirts the world looks different from the big centres and find in distance a reason to fight for their dreams and write their future. Today we learned what truly means to be far away from each other, we experienced a different reality from what we were used to. But all of this, made us feel closer, dream stronger than ever and imagine what the future is reserving for us”.
The video/campaign directed by Attilio Cusani captures five guys in the neighbourhood of Torri Bianche, and the estates that stand out in the outskirts of the south of Milan, that symbolize the Gratosoglio. Mahmood becomes the voice of Generation Z: the one who believes in the values of friendship, family, and sport, where unity makes a stronger.
In partnership with the City of Milan, Kappa helped in the redevelopment of a sports area close to the middle-school that Mahmood attended, that will be donated to the neighbourhood of Gratosoglio and its community.