We are not magicians

This campaign aimed to raise collective awareness of each citizen’s responsibility in maintaining public spaces, while shedding light on the essential daily work of street cleaners. The concept was built on a powerful contrast between illusion and reality: “We are not magicians” ironically emphasizes that urban cleanliness is not a matter of magic, but the result of constant and often invisible human effort.

The visual approach, deliberately spectacular and symbolic, plays against the slogan to maximize impact. It captures attention, surprises, and provokes an immediate reaction, before reminding the audience that behind every act of incivility lies repetitive and demanding labor.

By confronting the magic of imagery with the harshness of reality, the campaign encourages everyone to reflect on their own behavior and take responsibility for the shared upkeep of the city.