LINES HAS CHOSEN ‘THE COLLEGE’ FOR THE NEW FORMAT OF BRANDED ENTERTAINMENT WITH CREATIVITY BY ARMANDO TESTA

With the return of the long-awaited docu-reality, broadcast in prime time on Rai2 and on RaiPlay and Youtube streaming and VOD, also starts ‘Freedom’ a branded entertainment format by Rai Advertising and Lines, 45 seconds on TV and 30 on the web, with daily stories of the former college students, in situations where Lines becomes the answer to the desire to move and always be at ease.

The series highlights the discovery of an innovative, original product with unique characteristics: thanks to “lactifless”, “Lines è” adapts to the body and disappears, creating a sense of protection and safety at any time of the day. The stories have a style and narrative language consistent with that of the College.

Partner of Rai Advertising in this project are the creative agency Armando Testa and Media Italia, the media center that has always been partner of the brand. Valentino Cagnetta, CEO of Media Italia, has carried out an interesting research on the target Generation Z and their vision of “The College”. He tells “how difficult it is to photograph a generation that escapes the radar systems of traditional research, it is hides among the thousand alleys of YouTube to reappear on Instagram, a generation that uses the smartphone for over 28 hours a week (so more than a day), for this reason the results of the College have really taken everyone by surprise, managing to involve the most difficult target ever for three editions, and we are sure that the fourth will surprise us too”.