SMILE RUN

YAK Agency created the concept and all the digital and printed materials, that has been used to shape the event identity and promote the run. After choosing the name, which is deeply connected to the objective of “contributing to a smile”, the team has worked on the visual and the image of the project, which was then adapted to all the contents and communication tools, including materials, website graphics, social media, video and newsletters. In 2019, the T-shirt was signed by street artist Alessio B., while in 2021 the design was entrusted to illustrator Ale Giorgini. The complete wrapping of the streetcar, covered with the visual and the color yellow – the distinctive color of the review – was the major novelty of the 2021 edition.

The website www.smilerun.it was conceived to tell about the project and the participation modes, collect registrations to the event and enhance the event’s partners and beneficiaries. Optimized to be correctly viewed on mobiles, pc and tablets, so that conversions could be as fast as possible no matter the access instrument, the website was graphically set following all the features of the event’s image (colors, font, logo). It was also integrated with the analysis systems to monitor the campaign performance and optimize the budget investment.

Facebook and Instagram were the promotional social channels for SMILE RUN: YAK Agency’s team realized all the advertising campaigns, published posts on different themes (partners, numbers, places, countdown and motivation) and dealt with the community management activity before, during and after the event. The agency also managed the live sharing of photos of the event with the hashtag #SMILERUN, which were then showed in real time on the Social Wall of the stage installed in the Smile Village, in Prato della Valle.

YAK Agency managed the press office and media relations activities for SMILE RUN, to enhance its visibility and reputation also through on and off line, generalist and sectorial, press services, before and after the event, to meet the media requests and provide newsrooms with cues, anecdotes and interesting facts that could become news. Moreover, we organized the opening press conference (held on September, 4 in the city hall of Padua) and, to promote participation, we built two partnerships with the newspaper Il Mattino di Padova and Radio Padova, planning advertising and editorial insertions alternatively.

YAK Agency reported about all the phases of the event (before, during and after) with photo contents dedicated to the event setting, live pictures of the run and images focused on the most significative moments of the day (entertainment, Smile Village, run packs, warm-up, charities receiving checks). It also took care of the production of videos to depict the most important moments of the day and enhance sponsors with the highlights of the run and the event