In some nursing homes, Christmas can become the hardest time of the year. For many elderly people, loneliness intensifies, and their dreams risk going unheard.
With Bosch Italia and Nipoti di Babbo Natale, we brought those dreams to life, turning them into concrete actions. We collected extraordinary stories, memories from distant times, and wishes that deserve to come true, putting their importance and value back at the center.
For Twenty8 Studios, this campaign was an emotional journey, capable of touching hearts and inspiring reflection. Because at Christmas, more than ever, actions matter, not just words. Because at Christmas, we are all Grandchildren.
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“It has been a wonderful journey. Thanks to Giuditta Piedilato and the entire BOSCH ITALIA team for this precious opportunity. A campaign born from Bosch’s values and its payoff: Technology for Life.”
“When they told us the idea, we immediately realized we were about to create a campaign with strong awareness, unlike any other Christmas campaign or spot.
For us at Twenty8 Studios, it was an amazing opportunity to produce and create content that raises awareness, inspires reflection, and leaves a mark. It was a true honor to immerse ourselves in the lives and nearly forgotten stories of those who, like only our grandparents, have lived through innovations of past eras. And what can we say… the satisfaction of fulfilling the wishes of three such special protagonists was immense, because as they say… WE ARE ALL GRANDCHILDREN. And at Christmas, it’s even more beautiful to remind everyone that giving their best, becoming Santa’s Grandchildren, and helping those in need, makes all the difference.”
Veronica Ponti, CEO and Executive Creative Director of the agency.