“Live Italian” is a tourism campaign developed for Italia.it to transform everyday Italian gestures into memorable, once-in-a-lifetime experiences. Built around the country’s distinctive creativity and way of life, the campaign invites international travellers to discover Italy from a more authentic perspective: not simply visiting it, but living every moment all’italiana. A direct and subtly ironic tone reframes familiar activities through concepts such as “Italian workout,” “Italian fast food,” “Italian water park,” and “Italian traffic.”

The campaign’s first wave was brought to life by a group of internationally renowned Italian figures, each representing a different expression of the country’s talent and creativity: chef Massimo Bottura, étoile Roberto Bolle, entrepreneur Renzo Rosso, Olympic champion Sofia Goggia, and architect Stefano Boeri. Through their stories and personalities, they became ambassadors of a contemporary Italian identity rooted in excellence, passion, and innovation.

The visual identity combines concise copywriting with vibrant, authentic photography capturing spontaneous moments of everyday life across the country. Human figures take centre stage, interacting with headlines that reveal an unexpected interpretation of each scene, while saturated colours and strong contrasts convey the energy, warmth, and originality of the Italian spirit. Designed as a flexible communication system, the campaign was developed across outdoor, print, and digital formats.

Alongside Italy’s most recognisable destinations, “Live Italian” highlights its natural heritage, local traditions, artisanal production, and more sustainable ways of travelling. The campaign encourages visitors to explore lesser-known places throughout the year, while the #LiveItalian hashtag extends the experience into a shared digital conversation. The result is a fresh and contemporary portrayal of Italy: a destination to discover through its landscapes, its culture, and above all its unique way of enjoying life.