2018 Card Campaign
everything to see
For the latest Abbonamento Musei campaign, Bellissimo offers an approach with a new communication impact.
The posters and adverts in this series affect both the circuits
of Piedmont and Lombardy.
The portraits of Antonello da Messina, Pollaiolo and Modigliani have a hidden face: it is not a censorship, but an invitation to choose the card and discover the entire artistic and cultural heritage of the region.
The campaign for autumn 2018 focuses on the value of Abbonamento Musei, an unparalleled instrument to see the best of Piedmont and Lombardy.
The creative concept has an immediate effect: the visual captures the gaze, the tone is jokingly provocative.
The campaign follows and develops the creative strategy that, since spring 2018, standardises the image and tone of voice in the two regions, and make them more effective.
Among its distinctive signs, the new “course” features an original graphic pattern, the stylised AM initials and the slogan that expresses the promise of the card: the invitation to enter the “largest museum in Italy”.
The collaboration between Bellissimo and Abbonamento Musei started in 2012.
It includes the 2018-2019 Piedmont + Lombardy Campaign, the Lombardy 2018 Exhibitions Campaign and the restyling of the image for the Torino-Piemonte circuit; in addition to the magazine Lettera dei Musei, the 2014 and 2016 brochures and the creation of the 2016-2017 Lombardy Campaign.