An Italian leader in pharmaceuticals, Menarini has been very active in the respiratory sector for the past 2 years, and wanted to mark the occasion at the CPLF congress in 2020.
The goal was clearly to go viral, and to achieve this - beyond a design 100% aligned with their graphic charter - we focused on two points:
First, In Extenso created a fun and collaborative attraction from scratch: a giant spirometer with 2 large straws (played solo against the world, or played in a duo battle) to determine who has more lung capacity.

And then to reinforce the Italian identity of the lab, Menarini offered 3 culinary attractions to delight their participants’ tastebuds:
A coffee bar with its barista
A pizza bar with its pizza chef
A gelato bar with its ice-cream maker
All of this drew a lot of attention and visitors to the booth, far beyond what the brand expected.
Challenge completed.