I began to think about The Unconventional in a trip to Rome.

From my seat I could see the beautiful countryside surrouding the railways and just 1 meter away from my nose the nothammer. We have to break. Like a nothammer breaks the window, we must innovate advertising in Italy, introducing a new vision. We can put something ethical in advertising. Through advertising we can raise awareness on critical issues. And we can still keep on selling detergents.

The train moved slowly (94 km/h), ideas faster.

First we had to divulgate new tendencies in advertising: people must know and a full background of unconventional advertising must be created. Second we have to reach the right target: brand managers and advertisers. The Unconventional is the answer to the first need. A free press, monthly distributed through a network of Unconventional Delivery Men. Just wordofmouth. From friends to friends. Across the Europe. The online version will help the growth of our audience.

But we could also innovate the distribution system. The Unconventional will be also a live testing of unconventional strategies. Our self-unconventional-advertising will be described and analysed in each issue.

So stay tuned to find out the results.