Title	UNKNOWN PLACES - THE EXHIBITION
Brand	LUFTHANSA
Product/Service	EXHIBITION
Category	D06. Live Advertising & Events
Entrant	STV DDB Milan, ITALY
Idea Creation	STV DDB Milan, ITALY
Production	KAREN FILM Milan, ITALY

Name	Company	Position
Luca Cortesini	DDB Group Italy	Executive Creative Director
Gabriele Caeti	DDB Group Italy	Executive Creative Director
Milton Siclari	DDB Group Italy	Creative Supervisor
Stefano Tunno	DDB Group Italy	Creative Supervisor
Giacomo Morbidi	DDB Group Italy	Art Director
Giorgio Turco	DDB Group Italy	Senior Copywriter
Silvia Plebani	DDB Group Italy	Art Director
Nicolò Augelli	DDB Group Italy	Social Media Director
Ornella Messina	DDB Group Italy	Community Manager
Laura Fratini	DDB Group Italy	Head of digital planning
Sonia Magri	DDB Group Italy	Group Operation Director

Write a short summary of what happens in the digital or ambient execution or campaign.

A photo exhibition was organized at La Triennale di Milano, one of the sacred places of Italian art. 10 works (150x200 cm each one) depicting places that are still unknown and unexplored, each with its own history. The path, through a 370m2 hall, took visitors to a reveal area where they discovered that those places did not really exist but that were been created by mixing together real locations. The exhibition was revived in 2019 in Paris, Dubai, Madrid and Stockholm.

Cultural / Context information for the jury

Italians believe that Internet is enough to discover the world even if historically they have always been explorers and artists, open to contamination with other cultures (More than 2 milions of Italian post fake pictures of their vacation – Source: Il Fatto Quotidiano newspaper). Starting from the close connection they have with art, we have organized the first fake travel exhibition in one of the sacred places of Italian Art: La Triennale di Milano. With a journey through the artworks, visitors lived an experience to rediscover the pleasure of traveling and exploring a place with their own eyes.