Project
A university campaign that reclaims the word "foreigners" as a critical lens for reading the world. Abstract maps and an invitation to lose your bearings, across four months and every channel.
La Stranieri for Everyone
- Area
- Identity, Development
- Year
- 2025
- Main link
- Website
Since July 2025 Dinamo has been working with the University for Foreigners of Siena on a two-year communication programme, opening with the 2025/2026 enrolment campaign. More than a promotional message, the campaign is work on the University's identity and on its relationships, with students, academics, staff, the local area and institutions. The starting point is the university's own name: the word "foreigners", often felt to be awkward, is reclaimed as a critical category, a lens for reading the world and decentring one's view.
From this idea comes an abstract cartographic imagery: partial, distorted maps that invite you to "lose your bearings" against the hurry of the present. For four months, from July to the end of October, the grammar of maps held together urban advertising, social, Meta advertising, video and a short documentary, through to the student guidance mini-site scelgo.lastranieri.it.
Concept and design: Dinamo, with LCD Firenze.
The campaign reclaims the word "foreigners" as a critical category: a lens for reading the world and decentring one's view.
The imagery is cartographic, reworked in abstract form. Cartography orders space, but faced with complex realities and mobile subjectivities it shows its limits. The visuals therefore work on partial, overlaid and distorted maps, with an invitation to "lose your bearings" against the hurry of the present. Out of this comes a visual grammar that can be applied across several formats.
Every map has a centre and margins, and decides who is inside and who stays "foreign": reworking it in abstract, partial form is the visual way of decentring the view, the same gesture the campaign asks for at the level of language.
A multichannel campaign
The work went beyond the graphic concept. For four months the campaign ran across several channels: advertising in urban space, presence on social, Meta advertising, video for social formats and a short documentary explaining the sense of the project. The system of abstract maps holds print, digital and video together.