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A Steem for Steel is the result of the work in 2019 for the Contest Out the Frame, organized by Jetop, a Junior Enterprise, non-political, no-profit association administered by students.
Designed in collaboration with Rebecca Marcoaldi and Julian Sava, as the winner project it has been developed by TheLab Agency.
The output consisted in a social media strategy for the promotion of a contest between High school students coming from all the territory (Italy), challenging themself to discover the creative work opportunities behind the steel sector in Italy.
The main requests from TheLab Agency were the creation of the Logo, the stipulation of the Social Media Strategy and the planning of a main event to promote the Challenge in school, that includes the participation of social media influencers to increase the engagement of young students.
One of the main tasks for our group was to activate the engagement of young girls, who tend to orient their career and future studies path far from the field of industrial engineering and metallurgy.
The idea was to focus on the creative professions that can increase the development of the production of steel and, on the other hand, find new opportunities in this field.
To achieve so, we decided that the tone of voice of our campaign had to be essential, catching and easy to understand.
The only colour that defines A Steem for Steel’s identity is the Red Violet, that easily give a strong, young and dynamic character to the campaign.
The tone of voice is very fresh and young. It involves gif and emojis, IG directs and stories and very short phrases thought to catch the attention and encourages young guys to “be creative and innovative” and go search more about A Steem for Steel by themselves.
The outputs realised were the mock up of the Instagram page, the official first surveys and the main timeline of the event.
