The aim of the photo show “Material-Value-Immaterial” was to cancel the feeling of refusal linked to End-of-Life Tyres, replacing it with the one of material recovery and recycling, experimenting a new language to communicate the environmental sustainability, but also the social and financial aspects of the activities of Ecopneus. The photos were taken by Daniele Tamagni, a Milanese photographer, winner of the 2011 World Press Photo Awards in the category arts & entertainments, who died prematurely in December 2017. The show was hosted in the Building of the Navy in Rome in 2015 and at Pirelli’s headquarters in Milan in 2016. The then Minister for the Environment, Gianluca Galletti, took part to the gala dinner for the presentation of the photo show.