The full story hereunder, told from 1997 to 2000, has been done under the creative direction of Max Ardigò and myself, supported by the good management of people like Saverio Castilletti and Marcella Logli on the Customer side or super-account managers like Hilde Christophersen on the Agency side. We started when internet was a domain for the fews educating a generation and building up a market that today is – ça va sans dire – what makes the world go round. This experience, from packaging to radio, from tv commercials to exhibitions, from in-store displays to events is like a tattoo over my skin. You can see it well shaped today too when I face challenges related to brain computer interfacing, smarter cities, the internet of things or social media and organizations. I remember launching the first chat subscription. Was like landing on the moon: one small step for a man, one giant leap for mankind. And we were there.