Generali 190!

The Next Group produced a light show from the Hadid Tower in City Life which illuminated the evenings and the sky of Milan. The show kicked off the celebrations for the 190th anniversary of Assicurazioni Generali. The event was conceived and realised following a pitch held to study the strategic communication plan for this important anniversary.

The challenge was to involve in a single memorable moment all employees and stakeholders from Milan and from all the Generali offices around the world, in compliance with the rules and safety protocols required by the ongoing pandemic.

Hence the idea of ​​the light show with the lighting of the 42 floors of the Hadid Tower, an iconic and visible symbol of the company: a media event, boosted by social media, able to reach everyone without requiring a physical presence. 50 hours of lights show over 10 evenings.

Client: Assicurazioni Generali

Event Typology: B2B/B2C