Rome municipality accused of plagiarizing Facebook page for museum campaign

The municipality of Rome has been accused of plagiarizing the popular Facebook page 'Se i quadri potessero parlare' (If paintings could speak) for its 'Natale nei musei' (Christmas in museums) promotional campaign. The page, created by Stefano Guerrera, pairs classical artworks with humorous, often Dadaist captions, amassing over 1.2 million likes and spawning books and merchandise. The municipality's campaign, which appears on buses, billboards, and newspapers, uses a strikingly similar concept, though with Christmas-themed captions and artworks from Rome's civic museums. Guerrera, contacted by La Repubblica, expressed disappointment that he was not consulted or credited, stating he would have been happy to collaborate. He emphasized the need to protect his intellectual property. The responsibility for the plagiarism is unclear, potentially lying with the assessorato led by Luca Bergamo, the staff of the Musei Capitolini, or Zètema, the in-house communication company. The incident reflects poorly on Mayor Virginia Raggi's administration and highlights a missed opportunity for a mutually beneficial partnership.