When the summer months come around, rather than posting pictures of beautiful sunsets, waves on the beach or warm-weather foods, there tends to be a lot of photos of feet on Instagram. In protest to this, Territorio Creativo launched a campaign as a "Crusade to see more summer and less feet," by the name of Piesturo.
A site was created where people could pick a side, either choosing to defend the strange phenomenon or speak out against it. In response, the campaign grew legs of its own, and people began creating their own memes about #Noalpiestureo, sharing the purpose of the project. After becoming a trending topic and making huge impressions on Twitter and Facebook as well as Instagram, the media began to pick up on the efforts and furthered the reach of the campaign.