Presented last May on the occasion of the MEI - National Museum of Italian Emigration's anniversary, the museum's national communications campaign is officially underway. After an initial phase of video spots on social media and traditional media, the campaign is now expanding to a larger scale, featuring Luca Vullo, an actor and performer known as an ambassador for Italian gestures around the world.
A Widespread Presence
The ad will be visible in Italy's main airports and subways, as well as in hotels, taxis, buses, and city totems. With 431 screens positioned in 80 subway stations in Milan, Rome, Brescia, and Genoa; 290 screens in the 12 airports of Genoa, Turin, Milan, Bergamo, Verona, Venice, Bologna, Rome, Naples, Reggio Calabria, Palermo, and Trapani; and 3.036 screens on 69 Rome subway trains (lines A, B, and Rome Lido), the "MEI - My Roots Are Here" campaign aims to engage a broad audience.
The Voice of the Body
Thanks to Luca Vullo's mimicry, the campaign uses typical Italian body language to provide viewers with all the necessary information about the museum visit, using only hand gestures and facial expressions.
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A Testimonial of Excellence
Luca Vullo, ambassador of Italian gestures, has transformed what is often seen as a folkloric stereotype into an intangible cultural heritage. For several years, Vullo has given lectures and masterclasses at international universities and is a guest speaker at embassies, consulates, and Italian cultural institutes. Through his show "La voce del corpo," together with his mother Angela, he humorously analyzes the differences between Italian gestures and those of other countries.
The Valorization of Italian Heritage
Vullo, who lived in London for nearly ten years, promoted Italian excellence and engaged with Italian communities through his socio-anthropological documentaries. His collaboration with the MEI for this promotional campaign stems from the museum's desire to create a popular and collective narrative about Italian emigration, highlighting gestures as the primary means of communication for our emigrants.
The Campaign Goal
Paolo Masini, president of the MEI Foundation, emphasizes the importance of combining scientific rigor with an engaging approach. "We are deeply convinced that alongside the great scientific rigor we are recognized for, we must combine a popular approach that allows our audience to discover the secrets of this unique treasure trove," says Masini. The campaign with Vullo aims to keep the memory of Italian emigration alive, bringing it to the general public through a tool of self-irony and essential communication.
