The Subtle Mystery is a real multichannel communication project that uses different media to tell a highly interactive story that is consistent with the brand identity. The short art film starring the actor Giorgio Pasotti was one of the first  branded content films in Italy.  The story was shown on different online platforms to get the audience to interact with the story through a primary campaign on Facebook and YouTube and a secondary campaign on Instagram. The 6-part web series was shown both on YouTube as well as on Facebook, with over 6 million, 400 thousand views, and an average of 350 comments and 530 shares per episode. The website also produced more than 4,000 final consumer profiles and more than 3,000 BTicino product brochures were downloaded.