An installation built in May 2011 in central Milan streets to bring people closer to the launch campaign for Tempo toilet tissue—the first with “Morbistenza” (soft strength). The “Factory of Morbistenza” from the TV spot came to the city; by interacting with it, people experienced how the tissue is created by combining soft and resilient objects.

Year: 2011

Agency: Tribal DDB Milan

Role in the project: Creative direction