The earthquake has created a scar in the plains of Castelluccio di Norcia, one of the oldest and most beautiful villages in Italy. The scar runs through the streets, the buildings and the business activities. Perugina has such close ties with this area that it could not just stand by and do nothing.
That’s how the project #RinascitaCastelluccio came about. It immediately obtained institutional support from the Region of Umbria and the Ministero delle Politiche Agricole Alimentari e Forestali (Ministry of Agriculture, Food and Forestry Policies).
Armando Testa wasted no time in designing and preparing a crowdfunding platform (www.rinascitacastelluccio.it on TIM’s portal WithYouWeDo) to build a Villaggio per le Attività Produttive ed Economiche, (Village for Productive and Economic Activities) to aid Castellluccio in its the social, cultural, environmental, tourist and economic recovery.
Perugina has always been committed to giving it maximum visibility thanks to a multi-channel communication campaign to engage with anyone who has a special place in their heart for the heart of Italy.
The campaign concept, which was also developed by Armando Testa, features the image of a scar, which reminds us of the natural furrows in the land, but also of the slashes that the land has suffered.A furrow, a wound which will be healed by the famous blossoms of the plains of Castelluccio. Because rediscovering beauty can sooth every wound.
“The scars from the earthquake are not only in the land and buildings in Castelluccio di Norcia, but also in our hearts and the hearts of all Italians -says Nicola Belli, Member of the Armando Testa Board- that’s why it was not only natural but also our duty to offer Perugina, one of our historical clients, all our support and know-how, to do something concrete, like building an online platform, in addition to the normal communication activities for the project.”
Castelluccio must be reborn more beautiful than ever. With its colours. With collaboration from everyone. Because it is part of everyone’s heritage.
Agency: ARMANDO TESTA
Creative Team: Vincenzo Celli (copy), Cristina Macchi (art)
Account director: Loredana Ambrogi
Technological support: WithYouWeDo powered by TIM and Starteed