Journey to the Center of the Post Office
Role: Concept, Art Director Agency: McCann Rome Year: 2013 Award: Shortlist ADCI
Trying to set the bar high in terms of creativity, the 2014 Calendar, realized for Poste Italiane by McCann Rome, comes as a nice surprise. It’s a matter of unusual concern, made up by different creative suggestions, where a rhyming story meets the dreamy paintings of an artist. As a result, the Postal Office, immersed in a funny vintage mood, becomes the background of a work that pays hommage to a remarkable artistic and literary tradition: the Italian one.
The Journey to the Center of the Post Office really looks like a little masterpiece, thanks to the poetry of Matteo Giuntini, the young Tuscan artist who illustrated the story month after month. These paintings ironically tell the Post Office world, seen through the eyes of Mr. Mario, an imaginative character. He is a kind of fameless superhero, an old fashioned man with moustaches and papillon, whose ordininary life is transformed in a daydream.
The calendar has been exhibited at the National Gallery of Modern Art in the Corporate Art exhibition.