“Your gesture, a masterpiece”: the Art Bonus 2024 campaign.
We are excited to present you with a special project: the campaign Art Bonus 2024. In collaboration with Ales SPA and the Ministry of Culture, we have initiated “Your gesture, a masterpiece”, a campaign inviting everyone to contribute to the preservation of Italy’s cultural heritage.
Our vision: to make culture a shared good
We wanted to represent how every donation, even small, can leave a lasting mark on Italian history and positively influence future generations. The commercial, shot in the beautiful setting of Barberini Palace in Rome, expresses the importance of becoming patrons of Italy’s cultural heritage. Every gesture, large or small, is a link between the past and the future that allows us to be active players in protecting the culture.
Our Creative Director, Sarah Colautti, describes the concept this way: “We wanted to convey the emotion of the giver and the deep value of this gesture for our cultural identity.”. Our goal is to inspire a sense of shared ownership and responsibility for Italy’s artistic heritage so that it can continue to be admired and appreciated by our children and grandchildren.
A collective commitment to the future of Italian art
L’Art Bonus 2024 is more than just a campaign: it represents a concrete opportunity for all of us to make our mark on Italian history. Every donation is a gesture that protects our artistic heritage, making art and culture accessible to everyone. Our goal is to involve as many people as possible, showing how even the smallest contribution can turn into a masterpiece of cultural solidarity.
Soon the commercial will air on TV and radio.
Each donation is a step toward protecting our art treasures, an investment in our future and a tribute to our past.
