Advertising campaign La prima volta

Avis Nazionale is the biggest volunteer-based association in Italy: it promotes blood donation, solidarity, active citizenship and a healthy and sustainable lifestyle. Heads has worked with it since 2014.

There are many “first times” in our lives: experiences we may at first find daunting, which end up giving us great emotions and happiness. This is the meaning behind the campaign La prima volta (The first time): a video of great intensity and simplicity directed by Marco Mucig and DOP Francesco Dolfo, shows stories of little successes. 

The campaign also inspired a literary contest that invited the public to tell us about an important “first time” in their life. The results were then collected in the book Ogni volta è la prima volta, curated by Pordenonelegge and published by Marsilio.