An important media valorisation project has kicked off, narrating Italian excellence through engaging multimedia content, interviews and docufilms, highlighting the beauty, wonder, quality and passion that distinguish our country and the products that represent it in the world
by Robert Crowe
The Enzo and Dino Ferrari International Racetrack in Imola, which hosted the ‘MSC Cruises Grand Prix of Made in Italy and Emilia-Romagna’, the seventh round of the 2024 Formula 1 World Championship, was a showcase of excellence for Made in Italy. The event, watched by millions of television viewers around the world, has in fact offered an important international media limelight to the excellence of our national production also thanks to the campaign #WeDriveIt, promoted by the Automobile Club d’Italia (ACI) with the support of the Italian Trade Commission (ICE).
This important enhancement project, which will be promoted for the next two months by ACI, recounts Italian excellence through engaging multimedia content, interviews, and docufilms, highlighting the beauty, wonder, quality, and passion that distinguish our country and the products that represent it in the world. There are seven categories of excellence in the campaign: Motorsport, Design, Food, Culture, Fashion, Tourism, Manufacturing.
One of the central elements of the campaign is the docufilm ‘La Formula Vincente’ (The Winning Formula), produced in collaboration with the ICE Agency and distributed by Sky. This documentary illustrates how Italian ingenuity and manual dexterity are able to transform raw materials into authentic works of art, testimonies of Italian talent in the field of manufacturing and design.
The claim of the campaign, #WeDriveIT, is made up of three symbolic elements: “We” represents the link between the community and the territory, underlining the excellence of Emilia-Romagna, such as culture, tourism, art, food and wine, fashion and engineering. “Drive” recalls the vitality and passion of motorsport, but also the idea of driving in a world where research, innovation, design and elegance come together at the highest levels. Lastly, ‘IT’ refers to Italy, seen as a unique melting pot of culture, art, traditions and creativity, capable of imagining and building a future worthy of its past.
In other words, the Imola Grand Prix, thanks to the campaign promoted by ACI, was an excellent opportunity to put Made in Italy in ‘pole position’, ready to lead Italy into the future, making its way precisely through the enhancement of its countless excellences.
(Associated Medias) – Tutti i diritti sono riservati