TranneTe, translating to ‘Except You’ in English, was conceived to uncover the layers of success through bite–sized video interviews. Hosted by Antonio Ravenna, a seasoned communicator from Il Sole 24 Ore, the series engages both prominent personalities and everyday individuals who have reached significant achievements, revealing their ‘secrets’ to success.

The logo artfully incorporates the word ‘te’ (you), reflecting the campaign’s central theme of introspection and discovery. This nuanced design choice perfectly complements the campaign’s thought–provoking tagline, ‘It seems everyone has figured it out… except you.’ Encouraging viewers to delve deeper, the initiative prompts a thorough exploration of complex topics such as sustainability and artificial intelligence, challenging them to uncover the subtle nuances and hidden layers that often go unnoticed.