YesMilano “A new start. One step at a time" campaign

Italian singer, Ghali, invites citizens to respect the rules in the gradual reopening of the city

In the deserted Milano of these weeks of isolation, five citizens are getting ready to leave their homes. It is May 4th, the first day of "phase 2" and the five characters, wearing the mask, leave from their respective neighborhoods some on foot, some by bike, some by public transportation. It’s dawn and their paths cross different areas of the city and some of the most famous and iconic venues of Milano: from the Meazza S. Siro stadium to the Arco della Pace, from the Galleria Vittorio Emanuele II to the Darsena, from the Barrios to Piazza Leonardo da Vinci, from Porta Nuova to the Teatro alla Scala, to Gratosoglio.


One of the five protagonists is the Italian singer, Ghali. His rhymes accompany the viewer in the excursion of the city. “A new start. One step at a time” is an invitation to face the end of the lockdown with caution, awareness and serenity.


We must be careful. But not afraid. We are masked, not blindfolded” says the singer. In his words we can trace the climate of suspended life citizens have experienced in recent months, as well as an invitation to respect the rules and not to lose trust in others: “This is the phase in which we understand the value of freedom. Together we are more human than ever before". These final verses describe the spirit, the attention and care required for Milano's return to the "new" normality. The journey of the five ends in Piazza del Duomo, where we read "A new start. One step at a time”, a claim which will also guide the story of the city in the coming months.


The YesMilano communication campaign is a project by Milano&Partners, the promotion agency of the city of Milano, and is promoted by the Municipality of Milano and the Chamber of Commerce of Milano Monza Brianza Lodi.


"A new start. One step at a time” was conceived by TBWA \ Italia Group, produced by Tapelessfilm under the direction of Davide Gentile. TBWA \ Italia Group, Tapelessfilm, Davide Gentile, Ghali and all the other participants to the project contributed to the initiative free of charge as a gesture of support to the city of Milano.