The event for Michelin Italiana’s 50 years and the presentation of the first sustainability report
2021 was the year of Michelin Italiana: the Spinetta Marengo plant reached an important milestone and celebrated its 50th anniversary. The site, which employs over 900 people on a production area of 478,000 square meters, represents the largest industrial reality in the Province of Alessandria. The plant has a strategic role for Michelin Italiana and a strong historical heritage linked to the territory, with which it has shared wealth and value over the years, consolidating a strong bond with the community. At the same time, the plant’s actions have always had innovation and sustainability values as reference, a path that materialized in February 2021 with the milestone of the 30 millionth tire produced, characterized by low fuel consumption and reduced CO2 emissions.
Michelin’s 50th anniversary became an opportunity to celebrate the history and important results achieved by the Alessandria site, to confirm present commitments through the presentation of Michelin Italiana’s first Sustainability Report and to share future challenges with stakeholders. The agency accompanied the company in all event phases, from design to enhancement of the anniversary through communication materials.
The Amapola project
Amapola developed the event identity and 50th Anniversary logo, built the day’s format with the Michelin team, supported the company in involving external stakeholders, handled organizational secretariat, production of communication and setup supports, produced video materials and reportage on Michelin Italiana’s 50 years.
The event was structured in three main moments: the celebration of 50 years and presentation of the first Sustainability Report by French and Italian Michelin management, the guided plant visit and the ceremony of planting 50 Paulownia trees. Territory interlocutors participated in the meeting: institutions, representatives from the economic and academic world, media and journalists.
Communication materials
The logo elaborated for the occasion celebrates the plant’s history and heritage, enhancing the anniversary’s identity and playing on blue and green colors, representing the innovation and sustainability themes that are part of the company’s DNA. The institutional video also takes up the same values in a choral narrative of the factory’s present and future, with testimonies from the people who work there every day. Amapola handled the development of all the project’s communication materials, from setups to the final video reportage.
