"MICAM of OZ": the road to sustainability is a "fantastic" journey






MICAM Milano, the International Footwear Fair scheduled for February 19th-22nd, 2023 at Fiera Milano Rho is ready to amaze again with a new communication campaign.


The #micamtales project, under the creative direction of MM Company x Laureri Associates, continues, in fact, with the third and last creative declination. After "MICAM in Wonderland" and "MICAM Glass Slipper," it is now the turn of "MICAM of OZ": the tale of the journey of the young and courageous protagonist, accompanied by two picturesque guests to say the least, to the iconic Emerald Castle. A symbolic journey meant to represent the journey of companies toward sustainability.
In fact, MICAM chose this third fairy tale for its deeper meaning, which considers self-esteem, that is, the ability to believe in oneself and one's abilities, as one of the main keys to success.


"This fairy tale," says Giovanna Ceolini President of MICAM and Assocalzaturifici, "is also a metaphor for entrepreneurial life, made up of small and large daily challenges to overcome, and goals to achieve. Today, more than ever, being a business is not easy: it is necessary to keep up to date by looking with determination and ethical spirit at major issues, such as sustainability, which has become unavoidable."
The story will accompany visitors by recounting topical moments from history reinterpreted in a contemporary and sometimes ironic key. The campaign photos are by photographer Fabrizio Scarpa, while the short film is signed by director Giuseppe Cardaci.
In February 2023, the protagonist finds herself in a dense field of poppies, in which she loses her small dog. During the search, she fortuitously comes across a super-fashionable scarecrow, and two strange objects: an oiler and a hat--both made of tin! With the help of her new friend, she finds their owner: he is a tin man, who will join her on a new adventure in the direction of the mysterious Emerald Castle. To get there, however, it is necessary to travel the Emerald road, a metaphor for the path of social responsibility that every company must take, with determination and ethical spirit.
The fairy tale is a concentration of extraordinary symbolism and meaning. For example, at the center of the story are the iconic red slippers: magical footwear that has the power to take the wearer back wherever they wish simply by tapping their heels against each other.


As usual, great attention was given to the fashion story, which involved some of the most promising talents for the looks. The outfit of the protagonist is by ACT N° 1 (dress), A. BOCCA (shoes) and HALÌTE (bag); that of the scarecrow is by REAMEREI (dress), MATTIA CAPEZZANI (shoes) and MONTEGALLO ALICE CATENA (accessories); and finally that of the tin man by MACRAJAK BY GIACOMO NASI (dress) and Marsèll (shoes). A tribute by MICAM to the world of creativity that has the power to make people dream and promote cutting-edge Made in Italy through the work of the most promising talents.


The communication campaign will also live inside the physical fair, thanks to a special exhibit-experience, which will connect the 3 fairy tales and unveil a special project related to the entire communication project #micamtales. An example of communication integration that increasingly accompanies the MICAM world across all communication platforms: physical fair, social media, website, traditional and digital media. Thanks to this campaign, MICAM once again focuses on the theme of sustainability already emphasized in recent editions with the VCS project the registered trademark that certifies the sustainability of footwear companies and their supply chains. MICAM of Oz is therefore meant to be an encouragement for footwear companies to follow the difficult but important path to sustainability, a path enriched with surprises and magic that will accompany companies and operators until the next edition.


Read the other news of January 2023