DESIGN AND EXECUTION BY ABBRUZZO+ASSOCIATES
THIS CAMPAIGN AIMS TO GIVE A VOICE TO THE FACELESS, TO GIVE FREEDOM TO PEOPLE WHO ARE NO LONGER BEHIND BARS AND TO BEST DEMONSTRATE HOW A SHARED VALUE-SYSTEM CAN CHANGE A COUNTRY, ONE PERSON AT A TIME. EACH PARTICIPANT IS PRESENTED IN AN AUTHENTIC MANNER. WHILE THEY ARE ANONYMOUS, THEY INTRODUCE THEMSELVES WITH THE CONCRETE ACTIONS THEY ARE TAKING. THEIR ACTIONS BECOME MORE IMPORTANT THAN THEIR PHYSICAL APPEARANCE. ALICE AIMS TO NOT ONLY BUILD ITS OWN BRAND, BUT ALSO SOCIETIES. ALICE CREATES FOR PEOPLE, DEMONSTRATING THAT THE SMALLEST GESTURE CAN MAKE A LARGE IMPACT TOWARDS SUSTAINABLE DEVELOPMENT GOALS.
Alice works with marginalized communities, around Italy. The majority of these communities is comprised of women prisoners. These women have a stigma attached to them, for the rest of their lives. Even after their release, once their past identities are known, they are not allowed to forget their previous problems; moving forward becomes difficult. They might be free, but still feel like they are behind bars. They do not have the luxury that others have: going about their lives in peace.
We, as ‘the outside world’ don’t share in that stigma. We can show our faces without any fear of repercussion. However, it is as if we choose not to. It is time that we learn from these communities. By participating in Alice’s success, we share the stigma, to better break it.
It is no longer about who we are (or may have been), it is about demonstrating what we can do. These women are considered faceless, yet they hold so much power. Their newly acquired skills are the key to maintaining Italian traditions and craftsmanship.
Evoking the work of John Baldessari, each participant has Alice’s logo placed on their faces. By abstracting the models faces, everyone becomes simultaneously as faceless, yet as powerful as Alice’s employees.
The color red no longer becomes a symbol of danger. Red now unifies us all. It becomes a new visual reference. Each person becomes just as much of a stakeholder as the faceless few, behind the scenes. We all become Alice; therefore, we all become Italy.
As members of the Alice community, we are equal in the process. We erase borders, nationalities and social classes. Being Alice means that you share the same values of work, legacy, pride, craftsmanship, sustainability and innovation.
When Alice thrives, Italy thrives.