// Who TIM, mobile phone operator (leader in the Italian market)
// Why To express the closeness of TIM to customers taking part in celebrations for the beatification of Pope John Paul II and Pope John XXIII.
// What
Corporate print campaign
// Innovation behind the idea
One of the symbolic photographic shots from recent history was used: the celebrations for the new Pope Francis as he looks out from the loggia on the day of his election, while a huge expanse of the faithful share the moment on their smartphones or tablets.