For Charming Italy, we challenged the standard travel trope. The concept "It's not about visiting paradise, it's about living it" shifts the focus from sightseeing to belonging, showing Italy not as a postcard, but as a feeling. Instead of idealizing the destinations from a distance, we spent one month traveling across 11 Italian islands to live the experiences exactly as the end-user would.
The “campaign-journey” secured a debut on US national television, introduced live by Whoopi Goldberg on ABC’s The View, positioning the brand as a curator of the authentic Italian lifestyle.
