Di punto in Bianco

Create an all-white evening, subverting the canons of a traditional “event”.

Client

Comune di Udine

Sector

Leisure

Tools

Naming and logo, concept and coordinated image, btl tools, website, photo and video portal, social and content, radio spots, set-ups, entertainment, supervision and coordination, organizational secretariat

Description

Part gala dinner, part themed party, Punto in Bianco is a summer event “in white”, whose participation methods are totally unusual.

In addition to the all-white dress code and a location that remains secret until the end, the peculiarity of the event is that participants must “bring from home” chairs, tables, mise en place, decorations and food, to dine under the stars in a combination of creativity, conviviality, organizational spirit, together with old and new friends.

After years of “silence”, Punto in Bianco returned to Udine for an unexpected surprise edition, attracting 4,000 people to the streets of the city center.

Naming and logo

A name evocative of the main characteristics of the event, the color white and the surprise effect, which finds its maximum expression in a logo designed to enhance the surprising and refined identity of the evening’s concept.

Concept and coordinated image

An all-white date under the stars, a glam dinner in the streets of the city center. di Punto in Bianco is a festive occasion, elegant and extravagant, in which to show off “crazy” looks, prepare creative tables, meet new friends.

With white as the main color, casual chic icons and fonts, di Punto in Bianco is an event that tells its story with aesthetics and a style defined in every tool and above all in every detail.

A flat lay of various branded items spread out on a white surface, including business cards, flyers, a clipboard, notebook, coffee cup, ID badge, mobile phone, and an iPad. The items are part of a cohesive visual identity, predominantly in black and white.

BTL Tools

To increase participation in the evening, to support the promotion of the new edition of the event, various communication tools have been developed, including flyers and posters, distributed in the city’s commercial establishments.

Two posters on display outdoors, promoting an event called “di Punto in Bianco.” The posters provide details about the event, including the date, July 1, 2024, and icons suggesting activities such as registration, organization, and enjoyment. Trees and bushes surround the area.

Website

Considering the registration methods for the event, exclusively online, the website played a fundamental role: a friendly and usable platform, between a showcase site and a registration portal, designed to describe the dynamics of the evening and the rules and above all to welcome new members in a simple and immediate way.

A laptop displaying a webpage with an old black and white photo of a crowded street filled with shops and lights. In the background, a man riding a penny-farthing bicycle is illustrated next to the laptop. The webpage title reads "Cos'è DI PUNTO IN BIANCO.

Photo and video portal

To complete the digital project, a video and photo portal was created, dedicated to all guests.

Activated via a special QR code on the entry pass of each individual participant, the portal welcomed in real time, all the video and photo content of the event, making them even more shareable.

A vibrant street festival at night featuring numerous people dressed in white, gathered at tables along the street. Warm ambient lighting illuminates the scene, creating a festive atmosphere. Tents, tables with food, and decorations adorn the street.

A large crowd dressed in white attends an outdoor event with numerous long tables set up in front of a historic brick church. The scene is vibrant, with people eating, mingling, and enjoying the evening. The church features a large circular window and intricate facade details.

A lively street is filled with people wearing white clothing for a night event. Twinkling streetlights illuminate the scene as attendees enjoy dining at numerous tables lining the street. Tents and other decorative elements contribute to the festive atmosphere.

A bustling nighttime street scene with blurred crowds enjoying outdoor dining at candlelit tables. Historic buildings line the street, illuminated by warm lighting that contrasts with the dark sky. The atmosphere is lively and festive.

A large outdoor gathering of people dressed in white occupies a street at twilight. Long tables adorned with white tablecloths and decorations are set up, with participants enjoying food and conversation. Surrounding buildings and trees frame the lively scene.

Newsletter and messaging

Useful to remind the rules of participation, inspire the target regarding outfits and settings, intrigue guests and invite new ones, the sending of weekly newsletters has been planned, combined with dedicated messaging.

Social and content

di Punto in Bianco was activated via social media, with a mix of video content and photos from previous editions, combined with new content with a high share rate, including personalized horoscopes, quizzes, inspirational and fun videos created for TikTok and Instagram.

Story post featuring a promotional message from Emporio ADV and Showgroup, highlighting 678 subscribers in just 24 hours. The text mentions "in sole 24 ore," with background visuals of a nighttime event and logos of "dipuntosulbiancoud" and "comune_udine.

Radio spot

Characterized by the creative, energetic and engaging TOV, typical of the radio media, the two radio spots, both 20”, were planned on the most listened to frequencies in the Tri-Veneto area.

Setups

Setups, decorations, total-white scenography are an integral part of the Punto in Bianco concept. An event characterized by color, but also by the inventiveness and practical spirit of all its participants who, equipped with chairs, benches, tables, food and mise en place, make the evening truly spectacular.

Added to all this are the setups of luminous balloons, branded backdrops, entrance checkpoints, roll ups, flags, VIP areas and the iconic, timeless, white carpet.

Two roll-up banners on a light gray background display designs for an event called "Checkpoint di Punto in Bianco." The banners feature a minimalist design with black lettering, illustrated clocks, and moustaches. Various logos of sponsors are at the bottom of each banner.

Entertainment

There was no shortage of entertainment: from happy hour until late at night, the event was animated by a DJ set of electropop and Italian music.

Adding that extra touch of irony was the friendly collaboration of one of the most popular vocalists in the region.

A DJ with long hair in a white dress stands behind a DJ controller under colorful lights. She appears focused on the equipment. The background is outdoors, featuring greenery illuminated by lights, with people visible in the distance. A wine glass and cup are nearby.

Supervision and coordination

What is “hidden” behind an event? Months of work, coordination of workers, decisions to be made and challenges to be faced.

The pinnacle of this entire series of operations is reached on the day of the event, when one is faced with the “staging” without the possibility of repeating the evening.

A white t-shirt displayed against a black background. The back of the shirt features the word "Staff" in stylized black font, along with a black graphic of lips below the text. At the top is a smaller text that reads "Emprodery" in black.

Organizational Secretariat

Thousands of people, hundreds of tables, all created via the website and organized with the technical support of a reference team that for months, through direct marketing, social media and BTL tools, answered questions from future guests and organized the evening in every single detail.

Related case

See all

Friuli Venezia Giulia Cup

Organizing a European football event in its first edition

EYOF

Designing and overseeing the communication project for EYOF 2027, Europe’s leading youth multisport event.

UEFA Super Cup

Managing one of the most important football events in Europe