Swap On
Joint Project - IED Milano - Specialization course in Art Direction Lab
Academic year
2023/2024
In Italy, football is not just a sport, it’s a way of life. Young Italians often play football after work and, even at an amateur level, they never part with their favorite jersey, without which they cannot play. This PR event, sponsored by OMO Dirt Is Good in collaboration with Juventus FC, aims to celebrate their daily resilience by creating the first and only Serie A match in which professional players wear the worn jerseys of their fans. Staying true to the core values of Dirt Is Good, the "Swap On" campaign seeks to inspire young adults to never give up on their passions.
Project by: Ana Gabriela Bo, Gabriela Ximena Michilena Benavides, Matilde Cappellari, Mattia Turati
Project from the courses of
