Banco di Napoli Foundation - ilCartastorie

BRAND AWARANESS AND TRAFFIC BUILDING

ilCartastorie entrusted us with the museum's first advertising campaign, launched in March 2016. Two objectives:
strengthen the reputation of the structure and increase the number of visitors.

CHALLENGE

Breaking the patterns of institutional communication typical of museum foundations. Propose a deep storytelling, but at the same time accessible to everyone. Bringing to light the life of ordinary men and women, which perfectly describe the history of Naples, the South and the lifestyle of its inhabitants.

WELCOME BACK TO NAPLES

# stories that count

It is a multi-subject that has as its protagonists 6 Neapolitans of the seventeenth and eighteenth centuries, who relive thanks to the stories obtained from the documents of the archive. Their lives intersect with illustrious personalities who have contributed to making the historical / cultural heritage of the city prestigious: from Michelangelo Merisi, called

Caravaggio, to Carlo di Borbone, passing through Raimondo di Sangro, Prince of Sansevero. What do their stories have in common with ours? Passions and interests: from art to food, passing through fashion, music, social life and the healthy lifestyle. The result is a perfect storytelling of Naples and the whole of the South, from 1601 to 1753.

In # stories that count the protagonists themselves tell their stories and they do it with the typical language of the digital world: a mix of texts, photos, videos, stickers and emojis, conveyed through a blog, Facebook and Instagram. In summary, just as if social networks had already existed then.

The campaign was planned for a total duration of 6 months:

from May to October 2017.

We have entrusted Eolo Perfido with the creation of the portraits with which each character was launched on the web.