Insieme Coop. Soc.
Campaign “Ceci n’est pas”
Inspired by René Magritte’s iconic “Ceci n’est pas une pipe”, the 2026 outdoor and social campaign for Insieme Cooperativa Sociale redefines the meaning of second-hand objects. At Insieme, objects are never just objects: they embody stories of donation, inclusion, work, and sustainability, acquiring a value that goes far beyond their price. In their shops, a blouse isn’t just a blouse — every item carries an added value shaped by recovery, recycling, reuse, and social inclusion, reflecting the cooperative’s social mission to offer new opportunities to people facing vulnerability and social exclusion.
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Developed as a recognizable visual and verbal format, the campaign unfolds as a ten-month series of ten subjects, creating a recurring appointment just 400 meters from the cooperative’s headquarters and giving visibility to the hidden value behind the everyday second-hand objects found in their stores. Each month brings a new chapter, inviting audiences to discover the unseen value behind everyday things.
