05.17.2024
Guiding Italy into the future, through our excellences: these are the meaning and importance of #WeDriveIT – Made in Italy in pole position, the ACI campaign with the support of the ICE Agency – which aims to promote Made in Italy in the world, through content engaging ones that tell the international public about the beauty, wonder, enchantment and passion of Italy.
The #WeDriveIT campaign has an extraordinary showcase: the Formula 1 “MSC Cruises Grand Prix of Made in Italy and Emilia-Romagna” (“Autodromo Internazionale Enzo e Dino Ferrari” in Imola, seventh round of the 2024 Formula 1 World Championship held from 17 to 19 May, followed – in the 2022 edition (the last one held) – by over 82 million viewers around the world.
The campaign will tell, through multimedia content, interviews, docufilms, seven Made in Italy excellences: ? Motorsports? Design? Food? Cultures? Fashion? Tourism? Manufacturing.
The docufilm “la Formula Vincente”, created in collaboration with the ICE Agency and distributed by Sky, is also part of the campaign. The alchemists’ dream of turning raw materials into gold was realized by Italians through their ingenuity and manual skill.
The campaign claim – #WeDriveIT – which has its narrative thread in motorsport, is made up of three elements with a strong evocative and symbolic value:
?“We” to underline the fundamental and inseparable bond between a community and its territory, such as that between Emilia-Romagna and the countless excellences of the Region: culture, tourism, places of art, food and wine, fashion, metalworking, engineering ;
?“Drive” recalls both the vitality, energy and passion that characterize car sport, and the idea of being at the helm of a world that blends, at the highest level, research, experimentation, innovation, design, elegance , performance;
?“IT”, finally, obviously refers to Italy, as that melting pot – extraordinary and literally unique – of culture, art, traditions, creativity, visionaryness, and ability to imagine and build a future worthy of a past that the whole world envies our country.