#EU60

To celebrate the 60th anniversary of the Treaty of Rome, a founding act of the European Union, the Progressive Alliance commissioned The Washing Machine for a communications campaign. The agency created a message by inserting the historical image of the signing of the Treaties in a contemporary iPad. The title "The most innovative idea in 60 years" has a double meaning here: initially we think the reference is being made to the new technology while in fact it’s talking about the innovative and visionary nature of those (over half a century earlier) who had imagined Europe - just fresh out of the Second World War - united and solid. The campaign was produced for daily print publications, the web and social networks and generated over 500 thousand shares.