ITA Airways turns Italian moments into global ad

The campaign uses a series of short films centred on everyday Italian moments to support the airline's expansion across the US and European markets.

ITA Airways has launched Simply Italian, a global brand platform created by independent agency POPE Creative Studio, with Sharon Stone as its global ambassador.

Rather than relying on a single long-form commercial, the platform consists of 15 standalone films built around moments such as a morning cappuccino or messages from family after landing. The campaign positions Italian hospitality as a central part of the passenger experience.

ITA Airways builds campaign around Italian hospitality

The platform is designed around everyday interactions and experiences associated with Italian culture. ITA Airways presents itself as a host as well as an airline, using moments from passengers' journeys to communicate its approach to hospitality.

Sharon Stone serves as the global ambassador for the campaign across Italy and international markets. Her connection to Italy and international profile are intended to help communicate the platform to audiences in different markets.

Francesco Andrea Poletti, CCO, POPE Creative Studio: "The Italian way of life isn’t just a tagline. It's a universal language made of gestures, small attentions, and perfectly imperfect moments. Our job was to capture it authentically and make them truly memorable."

Modular platform targets global markets

POPE Creative Studio designed the campaign as a modular system that can be adapted for different markets, seasonal activity and product features. The 15 films are intended to provide a framework that can develop over multiple years rather than being limited to a single campaign period.

Federico Pepe, President, POPE Creative Studio: "Rather than forcing a single campaign onto every audience, we built a modular platform that grows and adapts across markets. Designed to last years rather than seasons, it relies on simple, human snapshots that can evolve without losing their impact."

Simply Italian campaign expands to US and Brazil

The campaign is running in Italy and is scheduled to launch in the United States and Brazil on September 22. The international rollout covers Europe and the US, with media activity across television, digital, social media and out-of-home placements in major cities and airports.

The campaign supports ITA Airways' international growth strategy by providing a common brand platform that can be adapted across markets while retaining its focus on Italian hospitality.

www.ita-airways.com

www.po-pe.com

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