The MICAM in Wonderland advertising campaign and integrated communications project by MM Company, with accounting by Laureri Associates, has won the ICMA International Creative Media Award gold medal for best social media project of 2020. The creative concept introduced in February 2020 is #micamtales, MICAM’s collection of fairy tales, beginning with Alice in Wonderland, reinterpreted in a contemporary light and a special focus on shoes.

The September trade fair evoked the fairy tale with a table set for a tea party, displaying shoes on trays among the cakes and biscuits.

In the third chapter, which will be featured in the upcoming March edition, the focus shifts to a big garden, where Alice finds herself having to conduct a bizarre experiment, whether she likes it or not: in a series of ironic scenes, she paints white roses red on the orders of her Queen.

Micam Milano is scheduled for March 21 through 23 at Fieramilano Rho.