Micam’s advertising campaign Micam in Wonderland has won the gold medal at the ICMA International Creative Media Award for best social media project of 2020. Micam was assisted by MM Company and Laureri Associates.

The Milan-based trade show said that it had “succeeded in the enterprise of using an ironic approach and a metaphysical fairytale world to re-enact some of the most significant moments in the best-known and most universal of fairy tales in a series of photos and videos.”

The first chapter of the story, based on Alice in Wonderland, started with Micam’s February 2020 edition. In the campaign, Alice finds herself stuck in a room that included elements and details evoking the story, such as the “Eat me” biscuits and “Drink me” bottles used at all the catering outlets at the trade show.

In the second chapter, launched for the September edition of Micam, the story focused on a banquet held outdoors where Alice has tea with a white rabbit, the only guest at the party “despite the fervid preparations” to prepare the event. The campaign was an ironic allusion of the drop in attendance due to the Covid-19 pandemic despite the organizers’ efforts.

In the third chapter, which will feature at the next edition, the focus shifts to a big garden, where Alice finds herself having to conduct a bizarre experiment. “In a series of ironic scenes, she paints white roses red, on the orders of her Queen,” explains Micam.

The next Micam runs from March 21-23 at the Fiera Milano Rho exhibition hall and will be a day shorter than the September edition. Micam will be held in conjunction with four other fairs representing the Italian fashion industry, in a repeat of an initiative carried out in September.

The other shows are Mipel, a fair for leather goods and accessories, TheOneMilan, which focuses on women’s clothes, Lineapelle, a show for semi-finished leather products, and Homi Fashion&Jewels Exhibition, dedicated to jewelry and wearable fashion accessories.