To promote the arrival of the world famous musical Sister Act in Milan and to engage people, we decided to let them try the power of gospel by creating the first gospel chorus on demand.
People could send a message request to the Sisters. Once a week we selected the messages that needed the most help. We turned them into some gospel songs based on the melodies from the musical and we sent the Sisters across Milan to sing live the messages to the unsuspecting victims.
The videos of all mission were uploaded online and the senders and the receivers got two free tickets to go to the theatre.
If you don't know how to say it, let the Sisters sing it for you.
THE MISSIONS
Executive Creative Directors: Federico Pepe, Stefania Siani
Digital Creative Directors: Emanuele Viora, Andrea Jaccarino, Massimiliano Bibbò
Copywriter: Monica Carallo
Art Director: Domenico Montemurro
