A wire that connects: Bottaro and Rino Tullis tell the story of sustainability through a comic book
At Ecomondo 2025, “A Late Wire” debuts — an illustrated story that turns iron wire into a symbol of innovation and shared values.
On the occasion of Ecomondo 2025, the international trade fair dedicated to ecological transition and the circular economy, Bottaro and Rino Tullis present “A Late Wire. The Goal Is Clear, the Journey an Adventure!”—a one-of-a-kind comic book that tells, with both lightness and depth, a story about sustainability, innovation, and Italian collaboration.
The project was born from an idea by Paola Tullis, entrepreneur and owner of the Padua-based company Rino Tullis, and was developed in collaboration with Bottaro, which turned its iconic iron wire into a brand-new protagonist: WireBo.
WireBo and Tully: two characters, one connecting wire
In the story, little Tully — a cube of compacted waste — meets WireBo — Bottaro’s annealed iron wire.
WireBo isn’t just a material, but a true character: strong, embracing, magnetic, with a steel smile and eyes that shine with determination. He’s the wise and protective voice that guides Tully on a journey to discover the value of the circular economy, proving that even the humblest materials can be reborn and transformed when treated with care and expertise.
“None of my coils are random. Every turn is a promise. To wrap is to protect — that’s my motto,” says WireBo in the comic — words that perfectly embody Bottaro’s spirit and philosophy.
A universal language to talk about sustainability
When Paola Tullis suggested turning Bottaro’s wire into a comic book character, the idea immediately sparked curiosity and enthusiasm.
“When Paola called to propose transforming our iron wire into a character, I was surprised,” recalls Alberto Bottaro, the company’s President.“She had already imagined and developed a fully-fledged personality, and she showed us how powerful it could be to combine industrial mechanics with visual storytelling. What struck me most was her ability to see in the wire not just a material, but a symbol — a wire that connects people, generations, and values.”
The language of comics — aimed at children yet meaningful to adults — becomes a bridge between the business world and education.
“I believe that communicating through children, and in their language, means communicating universally,” adds Bottaro.“It’s a simple, yet never trivial, way to share complex ideas like sustainability and environmental responsibility.”
The power of collaboration
Behind “A Late Wire” stands an exceptional creative team: Fred Dalla Rosa (story and script), Valentino Villanova (illustration and layout), and Lisa Bertollo (colors), with printing handled by Mediagraf.
This collective effort turned an industrial project into a work of art — inspiring, entertaining, and thought-provoking.
“For us in the Bottaro marketing team,” say Alessandra and Michele, Communication & Marketing Specialists at Bottaro,
“working on this project meant stepping outside the usual boundaries of industrial communication. It gave us the opportunity to tell our company’s story through a different, more emotional and creative language — yet one that remains true to our values.”
The partnership between Bottaro and Rino Tullis goes far beyond technical collaboration. It represents a model of synergy between companies that share a common vision: to innovate with respect for both people and the environment.
As Paola Tullis explains: “I chose the comic book as an art form to speak to the hearts of children — and to the child living inside every adult. Building with the soul, as well as with hands and mind, is what gives meaning to our work.”
A project looking ahead
The comic book “A Late Wire. The Goal Is Clear, the Journey an Adventure!” will premiere at Ecomondo 2025, where visitors will discover how a simple iron wire and a cube of compacted waste can become ambassadors of responsibility and innovation.
But the journey of WireBo and Tully doesn’t stop there: Bottaro has already started translating the comic into multiple languages, with the goal of sharing it with customers and partners around the world.
A way to spread everywhere the message of a “wire that connects” — the wire of sustainability, collaboration, and forward-looking Made in Italy.
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