Mapei has been working for years for sustainable construction, aiming to provide innovative solutions that increase durability and reduce maintenance work. Thanks to their new Zero range industry experts will be able to choose to build with quality zero impact solutions as CO2 emissions will be offset by the purchase of certified carbon credits to support renewable energy projects. We presented the  Mapei range of products in a 5-part social media video campaign with different tones of voice: in the first institutional commercial the products and values are  presented in a growing emotional climate, while the 4 short comedy videos were full of rapid and ironic gags.