40 years have passed since NABA’s foundation that happened in Milan in 1980 by the will of Ausonio Zappa and the prominent artists Guido Ballo, Gianni Colombo, Franco Grignani, Carlo Mo, Emilio Tadini, Tito Varisco and Luigi Veronesi, with the aim of leaving rigid academic traditions behind and introducing new visions and languages based on contemporary artistic and professional practice.
To celebrate its 40th anniversary, NABA launched the campaign “Twice as Twenty 20+20=40” designed by FIONDA, the visual communication and art direction agency guided by Roberto Maria Clemente, that mainly deals with project of cultural and social nature.
Here is its concept as explained by FIONDA: “The perfect anniversary: NABA’s 40 years correspond to the addition of the current year’s digits, divided in two, 20 + 20.
20 + 20 refers to university students’ anagraphic age also, since they usually are in their twenties, as if NABA doubles their worth.
The campaign has been divided in two different phases, in 2020 and 2021, and its second version will confirm the previous payoff, making it even more playful: “20+21 is still 40”. 20 + 21 continues the dialogue already activated, starting from its own recent precedent: the solar year turns into an addition that gives the same result even when changed.”
The campaign has been on air through the most important Italian newspapers and periodical press since December 2020, and will be present until summer 2021, at the end of the ongoing academic year.