Luca Josi on Merging Advertising with Italy's Cultural Heritage
Luca Josi looks back on his five-year tenure in communication production at TIM, Italy's leading telecommunications company. His career commenced with the Mausoleum of Augustus restoration project at Fondazione TIM, a notable act of cultural sponsorship. In 2021, Mark Zuckerberg took a virtual tour using Oculus. In 2016, Josi's collaborator Allegra selected Sven Otten, known as the Vitruvian dancer, to serve as TIM's ambassador, who engaged in flash mobs and teamed up with Spider-Man. He also revitalized the Stadium of Domitianus with seasonal events, including a Guinness World Record feat by TIM robots. The piazza was linked to the Sanremo Music Festival, and Måneskin's flight connected to the Basilica of Maxentius. TIMVISION facilitated Disney+'s global launch, while 5G advertisements showcased the Church of San Pietro and the Mausoleum of Augustus, accompanied by Mina's vocals.
Key facts
- Luca Josi produced communication for TIM for five years.
- The restoration of the Mausoleum of Augustus was the most important act of patronage in Italy.
- Mark Zuckerberg experienced a digital tour of the Mausoleum via Oculus in 2021.
- Sven Otten, the Vitruvian dancer, became TIM's testimonial in 2016.
- Flash mobs were held at Piazza di Spagna and Spider-Man was used as a partner.
- Piazza Navona was transformed with seasonal installations including water games and ice skating.
- A Guinness World Record was set for a performance by TIM robots.
- The Sanremo Music Festival winner's prize (lion and palm) referenced the Fontana dei Quattro Fiumi.
- Disney+ campaign on TIMVISION was localized with Italian artistic settings.
- Post-pandemic ad featured a metaphysical city referencing Fellini's Boccaccio '70.
- Serie A TIM 'Intervallo' format used city fields designed by Carmine Di Giandomenico.
- First 5G spot showed the Church of San Pietro in Portovenere.
- Second 5G spot revealed the Mausoleum of Augustus's transformations under Riccardo Muti.
- Eight 5G clips were created with Toiletpaper (Maurizio Cattelan and Pierpaolo Ferrari).
- The voice of Mina accompanied the campaigns.
Entities
Artists
- Luca Josi
- Allegra
- Sven Otten
- Federica Pellegrini
- Carolina Kostner
- JSM
- Måneskin
- Carmine Di Giandomenico
- Riccardo Muti
- Maurizio Cattelan
- Pierpaolo Ferrari
- Mina
- Mark Zuckerberg
- Grazia Toderi
Institutions
- TIM
- Fondazione TIM
- TIMVISION
- Disney+
- Serie A TIM
- Sanremo Music Festival
- Toiletpaper
- Artribune
- Pink Floyd
Locations
- Rome
- Italy
- Palo Alto
- United States
- Piazza di Spagna
- Milan
- San Marco
- Venice
- Rialto
- Piazza Navona
- Sanremo
- Basilica of Maxentius
- Pompeii
- Portovenere
- Church of San Pietro
- Genoa