Discover Umbria in every sense: Armando Testa creates the new campaign for summer tourism in the region of Umbria.
The magic of Umbria is back on air. The new campaign issues an invitation to discover the Region by way of a deep and involving sensorial journey. Created by Armando Testa, this initiative is part of the well established collaboration with the Region of Umbria. Since 2020 it has promoted numerous campaigns using a range of themes and language: from the paradox of the “Mare dell’Umbria” (The Sea of Umbria) to the 500th anniversary of Perugino, to the recent hearts in flight, always with the objective of promoting the area in an authentic and innovative way.
The Umbrian skies and landscapes once again are filled with large green hearts: they symbolise emotions shared by anyone on social media who is enchanted by the beauty of this land. These hearts – digital reactions developed from the images posted by travellers and tourists — become the stars of the storytelling. They soar up in the air, fly across medieval villages, waterways, countryside and hills, to then be materialised in real experiences, involving the protagonists of the ad: a group of friends recording their holiday in Umbria using photos and sharing.
The main 30’’ ad (https://youtu.be/0U_-39IVPlY) and the three 15’’ subjects tell the story of an encounter between the virtual world and the real one, using a tone that alternates lightness and poetry. The emoticons transform into tangible hearts, able to stir amazement, smiles and wonder.
A text, serving as a common thread accompanies the images with a direct engaging invitation: Look. Inspire, Listen, Taste, Touch. A build up of suggestions culminating in the claim di suggestioni che culmina nel claim:Discover Umbria, in every sense.
The campaign is planned for TV, radio, web outdoor (both OOH and DOOH) and in formats specially conceived for large railway stations and airports. The project is completed with a multi-subject campaign dedicated to five specific areas of the Region (Valnerina, Trasimeno, Tuderte, Gubbio & Gualdo and Orvietano), where the concept of the sensorial experience is developed for the local areas, to offer itineraries that are even more immersive and personalised.
CREDITS
Client: Regione Umbria
Agency: Armando Testa
Creative Direction: Raffaele Balducci
Creative Team: Daniele Bona, Alessio Caminiti, Thomas Marino
Motion Designer: Luca Perli
Head of Client Service Turin: Giovanna Farè
Client Service: Gabriele Nolfo
Production Company: Armando Testa Studios
Media Strategy: OMD with The Gate Communication
