UPSIDEDOWN IS A CREATIVE GROUP OPERATING IN THE ADVERTISING/COMMUNICATION FIELD. ITS NAME IS A PROJECT IN ITSELF: TO PUT ALL SYMBOLS AND IDOLS OF THE MODERN WORLD UPSIDE-DOWN, IN ORDER TO CHECK OUT THEIR CONTENTS (AS WE WOULD DO WITH VASES OR POTS), TO REVERSE THE PREDOMINANCE OF THE IMAGE ON THE CLEARNESS OF THE MESSAGE IN THE MASS MEDIA. "PIU' LUCE","MORE LIGHT": THIS PHRASE, WHICH HAS TO BE UNDERSTOOD IN EVERY POSSIBLE SENSE, IS OF COURSE A CORRELATIVE MOTTO AND OUR ONLY GOAL. UPSIDEDOWN IS WRITING ITS OWN NEW VOCABULARY IN THE MAGAZINE A3, VISUAL AND VERBAL COLLAGE IN ALPHABETICAL ORDER, AND SPREADING ITS WORD WITH UNIVERSITY LECTURES.