The Napolitana (chocolate-filled pastry) is originally from Italy, and what is the best-known thing about Italy? No, not pizza: a gesture. If you tell someone to imitate someone from Italy, they will make the capisci gesture. This was the central focus of the campaign to link the product with a different way of ordering it at the point of sale. To do this, we developed different creative elements both in terms of content and participation dynamics, where users had to upload a photo of themselves making the gesture in order to win prizes. Through innovative digital formats and micro-influencers, we managed to raise the target’s awareness of the new product.