CAF onlus – Center for mistreated children and families in crisis, is a non-profit association founded in 1979 as the first center in Italy dedicated to the study, reception and treatment of ill-treatment and child abuse. In their thirtieth year they have enlisted Grey Milan to produce a print and television advertising campaign showing how the organisation restores the wonder of childhood to children and their families. A print advertisement shows a child with a stone balloon. The TV ad shows a child removing socks and shoes, carrying a set of scales with a sense of wonder.
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The CAF campaign was developed pro bono at Grey, Milan, by executive creative director Francesco Emiliani, head of art Francesco Fallisi, head of copy Simona Angioni, art director Letizia Bozzolini, copywriter Livia Cannelletti, account manager Lilli Guacci, account executive Vito Plantamura, art buyer Virginia Salvucci, agency producer Angela Ferrante.
Photographer was Marco Cremascoli represented by Multi.