Italian giants Inter Milan celebrated their 110th birthday on Sunday evening with a titanic 0-0 draw against title-chasing Napoli.

That made it a weekend of celebrations, beginning on Friday, when the San Siro club marked the actual day of their birth before continuing until matchday, when the team were the focus of the weekend’s biggest game in front of a packed crowd in their grand old stadium.

But this is Inter, the forward-looking club who, since their inception, have always been at the forefront of things: so it wasn’t just the old which was celebrated, but also the new and the future.

In the ground on Sunday evening, tifos and messages were held up by the crowd, but from Thursday evening, the digital celebrations started across all the usual channels. Indeed, the initial celebrations started much earlier than last week.

On November 19th, 110 days before the 110th birthday, Inter’s media house kicked off an ambitious project – to celebrated the milestone with 110 pieces of content about the club’s history, one a day until the big celebration.

Closing the loop this weekend, Inter built up to an historic milestone, but with one eye on the next 110 years as well as a celebration of their glorious past: by aiming to tell their history to younger fans and educate them on the Inter way to keep traditions going.

“Experimenting with new forms of communication is at the heart of the Media House ethos,” explained Inter Chief Communications Officer Robert Faulkner. “Computer graphics and cartoon-style illustrations are one way of appealing to different target markets and the younger generations. The challenge of telling the story of Inter’s 110 years of history to people who weren’t around to witness it first hand was the inspiration behind the idea of creating a 110-second cartoon.”