Allegòria is a project for Plug, the social tv of Dergano and Bovisa, two districts in Milan.

The all process was based on 4 steps:

TERRITORY RESEARCH, DIGITAL STRATEGY,

NARRATIVE WORLD CREATION, TRANSMEDIA STORYTELLING. 

We started focusing exploring the area and collecting material (audio / visual, interviews, sketches, short stories).
We wanted to understand the needs of Bovisa and Dergano people.

We developed a Digital strategy for the Plug social Tv channel based on people needs and fellings that we discovered with our research.

Our strategy was based on our mission "neighborhoods as condominiums" and our vision "inhabitants as neighbors".

Our goal was to stimulate citizens living in a unique community, so they could improve their daily lives working together and helping each other.

Concepts of identity, community and communication brought us to build a new narrative world based on Bovisa and Dergano neighborhoods.

The new universe we created was an allegoria of the real universe: the all world became a city and the single neighborhood became a condominium, so we transformed Bovisa and Dergano into a condominium named "Domo 9" and every residents of it represented a particoularity of the two districts.
We named all this fairy world "Allegòria".

So we created characters.

Our purpose was now to expand the narrative itself, spreading out Allegòria narrative world. 

We developed the project through offline and online channels.

 

The first point of entry of the narrative world is a short film based on our Rebecca character, who represented Piazza Bausan and all the "invisible" places. 

The second point of entry in the narrative world is a booklet with pathways through the neighborhoods. One of the best ways to know a place is to explore it! This is the way through wich you can appreciate it.

Inside the booklet every character of Allegòria will guide visitors through different locations depending on where or what it represents.

Oreste, for example, represents the historical memory of the neighborhoods, so he will guide a path through all the ancient part of the neighborhoods, maybe disappeared, maybe forgotten.

Others point of entry we developed are characters's social profiles (Facebook, Twitter or Instagram), to improve their realism and to explain their personality.

We wanted to bring our project to reality so we tried to find the collaboration of Dergano and Bovisa commercial activities, so we made a promotional video for showing it to them.