Acqua Panna launches #imaginetoscana project with short films

Acqua Panna, the Italian mineral water brand, has launched #imaginetoscana, a global project inviting young filmmakers to interpret Tuscany through short films. The initiative was announced by International Brand Manager Olivier Giuliani at Villa Panna, a historic Medici hunting lodge in the Mugello hills. Four short films by students from IED and Anteo, under the artistic direction of director Silvio Soldini, premiered at Florence's Odeon cinema. The project began with a 2014 agreement with the Regione Toscana to label bottles with 'Toscana, Italia,' positioning the brand as a regional ambassador. In 2017, selected filmmakers from around the world will be invited to Tuscany to create new works, which will be showcased on the imaginetoscana.com website and social media. The product itself does not need to appear in the films; only guidelines are provided. Interest has come from China and Germany to replicate the project locally. Bottles will carry project information to reach a global audience.