Title	MADE OF ITALY
Brand	ALITALIA SOCIETÀ AEREA ITALIANA SPA
Product/Service	AIRLINE COMPANY
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY
Production	FILMMASTER PRODUCTIONS Milan, ITALY
Production 2	BAND Milan, ITALY
Production 3	MUSIC PRODUCTION Milan, ITALY
Production 4	PROSERVICE SA Lugano, SWITZERLAND
Additional Company	MARTIN & RAINONE Milan, ITALY
Additional Company 2	BLOOMPIX Milan, ITALY
Additional Company 3	LATTE + Milan, ITALY

Name	Company	Position
Francesco Bozza / Alessandro Antonini	Leo Burnett Company Srl	Executive Creative Directors
Christopher Jones	Leo Burnett Company Srl	Creative Director
Nicoletta Zanterino	Leo Burnett Company Srl	Head of Copy
Federica Rebuzzini	Leo Burnett Company Srl	Copywriter
Filippo Formentini	Leo Burnett Company Srl	Art Director
Marco Zilioli	Leo Burnett Company Srl	Arti Director
Federica Manera	Leo Burnett Company Srl	Agency Producer
Federico Brugia	Filmaster Production	Director
Vittorio Cosma / Paolo Re	Music Production Srl	Soundtrack production and arrangement
Vittorio Cosma	Music Production Srl	Piano
Malika Ayane	Music Production Srl	Voice
Mirko Ori	Music Production Srl	Recording and sound editor
Borga Magnason / Stefano Barzan	Music Production Srl	Orchestration
Stefano Barzan	Music Production Srl	Director "Roma Sinfonietta" at the Forum Music Village (Rome)
Valgeir Sigurdsson	Music Production Srl	Music Mix
Giada Cioffi	Leo Burnett Company Srl	Art Buyer
Pierpaolo Ferrari	Latte + Srl	Photographer
Andrea Savelloni	Leo Burnett Company Srl	Digital Art Director
Josè Vuolo	Leo Burnett Company Srl	Head of Design

The Campaign

Italy embodies beauty, warmth and passion. It’s not just a geographical location or a strip of land on the world map: it’s a lifestyle. And thanks to the new Alitalia, everyone can live a true Italian experience while flying all over the world. Because every single details of Alitalia comes from the collaboration with great Italian brands. From that, a global repositioning campaign was developed, aimed to show the world that Alitalia is truly made from the best of our country: “Made of Italy”.

Creative Execution

The creative concept “Made of Italy” was first launched by a short film, aired on TV and online and introducing a very special soundtrack: the Italian masterpiece “Nel blu dipinto di blu” has been given new life thanks to the unmistakable vocals of Malika Ayane. The print and outdoor campaign was focused on highlighting Alitalia’s new uniforms and services through the shots of one of the most important Italian fashion photographer, Pierpaolo Ferrari. Moreover, 12 branded stories were delivered on Alitalia’s social media channels, showing what the airline is really made of: the best of Italian craftsmanship.

+1.000.000 views in the first month; 262.000.000 media impressions; +10% in sales.

Far from being a one-shot campaign, “Made of Italy” represents a worldwide, 360° rebranding project, introducing Alitalia’s renewal to the world and including print, outdoor and web ads. Moreover, 12 branded stories were delivered on Alitalia’s social media channels, focusing on what the airline is really made of: the best of Italian craftsmanship. Even a dedicated magazine was published, distributed in travel agencies and airport lounges. Finally, the “Made of Italy” project gave birth to an exclusive music single by Malika Ayane, singing our commercial’s soundtrack: the Italian masterpiece “Nel blu dipinto di blu”.

The new creative concept marked a major strategic shift, highlighting the Italian pride of our flag carrier. Our target audience was really wide: Alitalia needed to win back the approval of the Italian public and aimed to conquer worldwide travellers at the same time. That’s why we gave birth to a project that could put together all the best of “Italianness”, from an unmistakable and stylish visual approach to a passionate and warm tone of voice.