The problem was always the same. In Saatchi we spent nights and weekends to work. Our campaigns were beautiful and were winning prizes all over the world. But I was not happy. Finding space in the media was becoming increasingly difficult and consequently the message of those jobs was for the few. So I proposed to Paul Ettorre to collect all the social campaigns of Saatchi & Saatchi to make a great exhibition. Thus was born Saatchi & Social, the largest collection of social campaigns. The exhibition was on display at the National Gallery of Modern Art in Rome, at the Triennale in Milan and in many Italian cities. Its trip finished in the United Nations Building in New York.