Milan, June 9, 2025 – The official awards ceremony of the 29th edition of the Mediastars Awards, one of the most authoritative competitions on the national scene dedicated to the world of communication, marketing and advertising, took place on Friday, June 6, at the San Fedele Auditorium in Milan. In this prestigious setting, Spada Media Group was awarded the first prize in the External category thanks to the “Tuttokay ho Imaway” campaign , created for IMA Italia Assistance, a reference company in the field of assistance and travel policies.
A project that stood out for its ability to combine creativity, visual impact and immediacy of message, with strategic media planning in the Milan area. The campaign, conveyed on full-wrap streetcars, ledwalls, metropolitan interiors and digital out of home installations, was able to capture the attention of urban travelers thanks to an ironic and direct language, which made the payoff “Tuttokay ho Imaway” memorable. The message was able to combine lightness and concreteness, reassuring travelers with the idea of always-on protection, in every situation and in every place.
Lara Ricciotti, CEO and co-founder of Spada Media Group, commented, “This award makes us particularly proud because it rewards not only a successful creative idea, but above all the ability to intercept a real need and transform it into effective and recognizable communication. ‘Tuttokay ho Imaway’ was born out of listening to the modern consumer and the desire to give him back a clear promise: with Imaway, traveling is easier and safer. I would like to thank IMA Italia Assistance for the trust and our entire team for the energy and professionalism put in at every stage of the project.”
The award enhances the joint work between agency and client and represents a further achievement for Spada Media Group, which has always been committed to creating high-impact cross-media campaigns. The project was able to combine creative skills, design and integrated planning, with an ironic but never banal tone, capable of making inroads with a heterogeneous, increasingly demanding and attentive target audience.
“To be awarded for a campaign like ‘Tuttokay ho Imaway’ is a confirmation of the validity of our approach: we are a brand that wants to be close to people, providing concrete answers to unexpected travel problems. – said Paola Bianchi, Chief Marketing & Commercial Officer of IMA Italia Assistance. – Together with Spada Media Group we have built a distinctive communication, which manages to be at the same time empathetic, direct and consistent with our values.”
Launched in 2024 and still active today with new creative declinations, “Tuttokay ho Imaway” will continue through the summer of 2025, with a national campaign using new media, dynamic formats and localized content, always under the banner of reassuring and engaging communication. The goal is to further strengthen Imaway’s brand awareness as a reliable and innovative partner for travelers, offering customized coverage and continuous assistance, both in Italy and abroad.
The “All Another Story” campaign, developed for Electroelsa, on the other hand, obtained an important recognition with a Special Star in the Copy Strategy area. This project was able to tell the identity and evolution of Electroelsa through an institutional video of great visual and emotional impact, with a language capable of conveying to the public the brand’s core values: innovation, reliability and leadership in the industrial sector.
“Together with Electroelsa we have” put in the pipeline “a project that is nothing short of ‘fabulous,’” added Lara Ricciotti, CEO and co-founder of Spada Media Group. We created two TV commercials with a sympathetic and ironic tone of voice that borrow the best-known stories from Italy’s fictional heritage and return them to the viewer through stories to which, in just a few seconds, there is no shortage of twists and turns. Telling a technical and industrial product through famous stories, such as Rapunzel and Romeo and Juliet, in an innovative and entertaining key proved to be a winning strategy “. An unusual combination, but a successful one: the fairy-tale storytelling and ironic tone of voice indeed capture the viewer’s attention, and within seconds comes an entirely unexpected final scene.
Prize sheet, video and IMAway campaign materials: https://mediastars.it/finalisti-mediastars/tuttokay-ho-imaway/
CREDITS Spada Media Group:
Creative Director: Stefano Fantini
Art Director/AI Specialist: Francesco De Tommaso
Creative Designer: Federica Saini
Copywriter: Mario Remoto
Graphic Designer: Lidia Verello
Media Specialist: Francesca Sardena
Senior Account Manager: Ilaria Mutti
Sales Manager: Alvise Menegazzo
CREDITS IMA Italy Assistance:
Chief Marketing & Commercial Officer: Paola Bianchi
Marketing & E-commerce Manager: Mirko Cosentino
Marketing & Communication Specialist: Paolo Gargiulo
Electroelsa award card, video and campaign materials: https://mediastars.it/finalisti-mediastars/electroelsa-tutta-unaltra-storia/
CREDITS Spada Media Group:
Creative Director: Stefano Fantini
Art Director: Federica Saini and Sabrina Tempesta
Copywriter: Federica Saini
Production House: Matteo Bellesia
Director: Matteo Bellesia
Director of Photography: Alessandro Zonin
Post Production: Matteo Bellesia
Editing: Matteo Bellesia
Color Grading: Matteo Bellesia
Animations and Special Effects: Matteo Bellesia
Soundtrack: Federica Saini
Interpretation: TC REC by Fabio Ardu
CREDITS Electroelsa:
Marketing Manager: Luca Salvadori
Project Manager: Chiara Bertolini
