Lines has always been attentive to the needs of women and today they are making a direct commitment for the wellbeing of women by financing research into breast cancer.
To the notes of a fresh, feminine tune, the protagonists use their fingers to show some numbers: one mum is teaching her daughter to count, a volleyball player gives the conventional two finger signal to her team mates, two old friends raise their thumbs to hitch hike. The situations are stolen moments from everyday life, but they also represent the minutes that every woman can donate to research. Because “every extra minute helps the Veronesi foundation in their research on breast cancer”.
Lines supports the project “Pink is Good” by donating a minute of research for every pack purchased. Inserting the code inside the pack in the Lines site is all it takes.
The film ends with a scene of collective empathy which features all the protagonists together in a friendly group hug along with the claim: “Pink is Good. Your minutes help beat it”.
With creative direction from Piero Reinerio, Monica Barbalonga, art director and copywriter Chiara Demichelis worked on the project. Directors: Luca and Marcello Lucini. Production Company: Little Bull. Planning by Media Italia.
