Toscana Promozione Turistica
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Never ending Renaissance
Toscana Promozione Turistica - the agency of the Tuscany Region that supports the territories in the creation and promotion of their touristic offers – has entrusted us with their corporate advertising campaign. The project has a double purpose: to invite tourists to spend their vacations discovering the countless beauties of Tuscany, and to present its uniqueness in a new way, ditching any stereotype visitors may have. Based on a strategic approach that focuses on emotions, the project's aim is to tell the brand’s unique story; its passion, lightness and of course, its leadership.
We came up with the concept of the campaign inspired by the cultural and artistic heritage of the Region, the undisputed cradle of the Renaissance, proposing a new interpretation of humanistic values. "Tuscany. Never ending Renaissance” is the claim closing the 30" video hero, whose voice-over is inspired by the oration De Hominis Dignitate by Pico della Mirandola and considered the manifesto of the Renaissance. A text dating back to 1496 that reveals a surprising modernity, thanks to the presence of contemporary, real and authentic images.
We have created a new way of presenting one of the most beloved destinations of the world, inviting people at the discovery of its beauties through the experience of freedom.
Gianni Tozzi, Chief Creative Officer
