An extraordinary event, under the banner of a perfect physical shape
Genoa, hidden and mysterious, ancient and contemporary, a point of departure to the unknown, a landing place nestled in a gulf rich with natural wonders extending as far as the eye can see.
Not a random place, then, rather a venue 
carefully selected to host an unusual event, designed by Magina, for a major pharmaceutical rendezvous and, in particular, for a prescription-free drug for the relief of joint pain and muscle aches associated with sports and physical exercise.
A pharmaceutical company of excellence is based on the expertise and the professional skills of its people, and offers support to its customers through communication, providing information not only on its products and how to use them, but also on healthy lifestyles: this realization prompted the creation of a specialized online magazine with a wealth of studies, activities, healthy foods, interviews, advice from experts: a veritable benchmark for those who care about their health and wellbeing.
Organised to underscore the launch of the new magazine, the event saw the participation of 60 company employees, who were treated to a thrilling experience, riveting moments, life-changing emotions.
Though it was engaging, the experience was also private and personal: in the course of the first part, each guest was provided with cutting-edge tools (approccio 2.0) to immerse themselves in the world of Augmented Reality. The AR session encouraged the participants to be open to change, to novelties, and to experience the event as something totally unprecedented.
Then the guests were provided with an audio guide, which accompanied them throughout the session; first, they were guided to a classroom filled with a blue light and showing images of the universe and a space capsule. Much to everyone’s surprise, the augmented reality revealed an unexpected guest: 
Umberto Guidoni. The astronaut told the participants about his experience, the missions, the preparation and the reactions of his body to zero gravity. The new magazine opens precisely with an article by Guidoni, an author of excellence, who can boast a unique experience, having been exposed to the extreme conditions of outer space.
The venue of the next stage was the Ancient Harbour of Genoa, point of departure of navigators setting out on bold discovery ventures, impossible exploits. This is where the guests saw a show by the Crazy Dunkers, a renowned French team of stuntmen, performing breathtaking basketball acrobatics in a court set up for the occasion in the Calata Gadda expanse.
Leaving the Ancient Harbour the participants reached Porta Soprana, one of the ancient gates to the city, a masterpiece and a symbol of medieval architecture. Here 
international free climber Tazio Gavioli climbed up the face of one of the two 31 metre high towers, and he did so with bare hands and feet, accomplishing an unprecedented feat, before a thrilled audience, journalists and on-lookers who had gathered to witness the event.
In the late afternoon, the group returned to the convention hall, where a
expert explained the properties of foods and vegetables and the importance of cold pressing, and prepared special drinks leading to a pleasurable tasting session.
The day was a journey to the discovery of the human body in a multiplicity of conditions: physical activity, extreme motion, health, according to all the principles of wellbeing. The conclusion of this exclusive event was aptly characterised by a testimony, a tangible sign providing a graphic representation of the idea of “Staying Active”. This was achieved by an artist who painted two javelin throwers on two Plexiglas cylinders. The participants were invited to leave their own mark on the cylinders, their own artistic sign reflecting what the convention had meant to them and what they had learned.
The event for the launch of an innovative communication project could not have been more impressive, diversified and emotionally powerful. Each and every participant was able to gain a deep understanding of the meaning of the project.
The event nourished a strong sense of belonging and pride in the company and obtained unanimous consent on the new communication strategy.
