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The Miami Bull Takes on Cannes Lions 2022

“Whoever wins celebrates, whoever loses explains” said the famous Argentinian volleyball coach Julio Velasco.

Well, we didn’t win. Hence, we want to explain ourselves.

We want to thank all the people who shared and talked about the 𝗠𝗶𝗮𝗺𝗶 𝗕𝘂𝗹𝗹 through images, videos, comments, memes and much more. We would also like to share with the hundreds of people who helped bring the project to life the notable enthusiasm in the air here in Cannes surrounding a project that seemed like a plot from a Mission Impossible movie. A project that no one bet on, including TradeStation, the public’s vivacity around the Bull confirmed that intrepid creativity has no limits, borders or territories that can confine and hold it back. 6.4+ billion impressions… simply amazing.

A project that required great passion and vision, a devoutly committed and highly experienced multicultural creative team that was truly relentless, led by fearless CMO who put all his cards on the table because of his belief in the project, always went above and beyond the call of duty. Behind every great project there are the great people who made it possible, and in the case of the Miami Bull, the list is quite long, demonstrating once again that unity is strength when working towards achieving a common goal.

Walking throughout the pavilions at the 2022 Cannes Lions and receiving a plethora of compliments from the highest caliber of industry professionals with every step taken was already a victory. The real victory, however, was having believed in and cultivated an idea in a period of time where all rules are becoming blurred and making bold, courageous decisions is becoming increasingly difficult.

In a world that is shifting its paradigm towards the virtual, we created something highly tangible, a physical symbol of strength and prosperity for a new type of finance that wants to be progressively more democratic and inclusive, as well as technologically innovative.

This is the time to make the hard, important decisions that aren’t solely dictated by KPIs. This is the time for authentic, proactive activation campaigns, built on a strong foundation of corporate values, that will make people talk about themselves, influence others, and above all, have an emotional response.

You have to know how to lose and accept defeat, especially when you have already won.

MMLL, a.k.a. The Miami Bull Dream Team:

Marco Carucciu

Maurizio Marchiori

Luca Lorenzini

Luca Pannese

A special thanks to:


SMALL Agency

Furio Tedeschi

Onyx Forge



Kreative Kontent

Stabbiolo Music

And to everyone who contributed to this amazing project.

To learn more visit:


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