Felice Limosani, to me, represents a perfect example of unconventional marketing practices, which manage not only to convey the brand message, but also to engage the audience. The effect of his work is such that even people, who are not current potential customers, are receiving and processing the message about the brand. Therefore, the minimal effect of communication results in word-of-mouth and education of potential customers among adults and the younger generations, and in the maximum effect resulting in attraction new customers, who are not only buying the brand's products, but are also becoming active members of the brand's communication network.