We launched an influencer-led activation centered around La Dolce Vita Lessons - content designed to inspire audiences to bring the Italian philosophy of joy and indulgence into their everyday lives.
We created 12 unique lessons for a selection of influencers that had connection to Italian culture either through their roots or through their way of living.
→ Rooted in Italian Culture
Every lesson drew from real Italian traditions, offering playful, attainable, and aspirational insights without feeling preachy.
→ Breaking Through Excuses
Each lesson addressed common excuses that prevent people from living fully, demonstrating how La Dolce Vita can be embraced anywhere, at any time.
One example of how we built our lesson for The Pasinis, from insight, to lesson, to the final result:
The Italian Insight
→ Italians communicate with gesti (hand gestures).
Speaking with your hands is an Italian expression of love and care, an emotional, face-to-face way of sharing ideas and feelings that has long been an integral part of Italian communication.
The lesson
→ Express yourself with gesti.
This lesson is a silent movie with subtitles, where the influencer communicates the story of a stressful day using animated Italian gestures, but after sipping Sanpellegrino Zero, the mood shifts, and the gestures transform into expressions of joy and La Dolce Vita.
