SpraySereno, social media and communication for AIA

Black & White Comunicazione has worked alongside the Italian Aerosol Association for more than ten years, turning a little-known industry into an ongoing story of safety, sustainability and innovation.

AIA represents the Italian aerosol supply chain: makers of finished products, containers, valves and propellants. The sector is part of people's daily lives, from personal care and the home to pharmaceutical and technical uses, yet it is rarely talked about. In 2024 the partnership produced one of the most original campaigns ever created for the industry.

#SpraySereno (2024) was designed to speak to younger generations about topics that are far from simple: the safe use of aerosol cans and their environmental sustainability, starting from the fact that steel and aluminium containers are endlessly recyclable. Promoted by AIA-Federchimica together with CIAL, RICREA and ANFIMA, the project was created by Black & White Comunicazione with its sister agencies in the Group, disruptiveS and Cooltribes.

The strategy moved away from traditional institutional communication and embraced trap culture and social creators. On a dedicated vertical TikTok channel, the Spray Crew published twelve informative videos, alongside three original trap tracks with music videos. Five influencers then amplified the message on TikTok and Instagram. The campaign reached more than 6 million users, generated over 42 million views, and won an award at "The Prize" for its unconventional approach.

Since 2025 the agency has also managed the Association's LinkedIn page with a monthly editorial plan covering the work of its technical groups, institutional positions and regulatory developments in the sector. Each month an in-depth article published on the website becomes a video news piece for LinkedIn and YouTube. The Annual Meeting is treated as a communication moment in its own right, with live coverage, graphic materials, photos and interviews that feed the Association's story throughout the year.