The Italian Way of Life
During the autumn season, the Italian Embassy in Tirana, in collaboration with other entities of the Italian System in Albania, organized a series of events under the main themes of the Italian Language Week and the Week of Italian Cuisine in Albania.
Both Italian weeks would be connected by a series of cultural events and the main objective was to maintain all communication under the brand “Vivere all’Italiana”, the innovative integrated promotion strategy launched by the Italian Ministry of Foreign Affairs and International Cooperation.
To achieve this, McCann Tirana developed a unique visual identity attempteing to illustrate what it means to live the Italian way.
The creative approach brought to attention some of the most important characters of Italian culture and arts, through an easily identifiable style and furtherly aimed to use them as the real ambassadors of communication.
The main advantage of this communication was represented through the very tight cultural bond between the two countries, which would guarantee the immediate recognition of important characters such as Dante Alighieri, Leonardo da Vinci, Grazia Deledda, Galileo Galilei, Gioachino Rossini, Sophia Loren, Anna Magnani, Totò, Rodolfo Valentino or Domenico Modugno.
In addition, the graphical style enabled a deeper a connection and continuity of the communication while allowing at the same time the most appropriate use of the each of the characters according to the themes.