MERCHANDISING CAMPAIGN
BRAND CAMPAIGN
SOCIAL MEDIA CONTENTS
Even more than a chorus launched loudly from the corner, there is a football ritual that can involve more than just a boisterous chorus emanating from the corner, there exists a football ritual that can envelop an entire stadium, uniting an entire fanbase: the act of raising a scarf. This moment transcends the boundaries of the stadium, carrying a profound significance. Whether you're a die-hard ultras supporter or a casual onlooker, hoisting your scarf towards the heavens is an act laden with meaning. The scarf symbolizes a sense of belonging and an unwavering declaration of loyalty and passion. Its significance extends far beyond the stadium, embodying a condensed narrative of cultural and social heritage, and fostering ideological unity that transcends language and nationality. It is a universally accessible and inclusive form of self-expression, an iconic and democratic emblem born from the fervor of stadium cheers.
"NOTHING GENERATES EMOTIONAL COLLECTIVE NARRATIVE ENERGIES LIKE FOOTBALL."
Characters and places intertwine to create a harmonious contrast that unveils the genuine essence of Rome, transcending the well-trodden paths of white marble monuments that tourists often contine themselves to. This portrayal is a tapestry of the real Rome, showcasing both the elegant and the unpolished, constantly blurring the boundaries between high and ow culture. using Umberto Eco words
Amidst these vignettes, one can envisage a dandy savoring a trapizzino at the Testaccio market, a Japanese couple exploring a Bangla store in Torpignattara, a quintessential Roman "coatto" gracing Palazzo Barberini, and a rich Arab attending to a tire shop in the Mandrione neighborhood. The integration of red pizza and ancient art bridges the gap between the high and low facets of Rome. culminating in a visual narrative that transcends boundaries. The exteriors capture the city's intrinsic identity with sweeping vistas that include marble-clad monuments, majestic colonnades, cobblestone streets (sanpietrini), classic street lamps, typical "nasoni" fountains. and the enduring presence of pine trees. Indoors, on the corner nana, historic aristocratic palaces, classic and elegant acorwavs, corner bakeries with appetizing pizzas ovine slice, stores such as castroni, Regoli.
Vini e Olii stores and Trattorie evoke an unmistakably Roman spirit. In these settings, local markets, such as Testaccio, and the iconic Porta Portese 2 flea market, offer glimpses of authentic Roman life. The passage of streetcar No. 19, the flower stands on street corners, the Tabacchi stores with its vintage signs, are all pieces of the captivating mosaic that defines the city. The neighborhoods of Coppede, Mandrione, Torpigna, Maranella, Quadraro, Eur, and the Centro Storico all play unique roles in this vibrant canvas that celebrates Rome's diverse tapestry.
A series of photos and short videos depicting simple scenes in which symbols of Roman-ness come together, always recalling the colors of the team. A child enjoying a supplì or a red pizza, red and yellow sneakers crossing the sanpietrini, socks featuring the she-wolf, or a couple holding a bouquet of yellow and red flowers.
A marketplace-like store filled with items in shades of yellow and red, someone politely holding open a door while wearing a tank top with a she-wolf tattoo, a Roma jersey hanging out to dry on a balcony, or a typical Roman suburban house, recognizable by its colors, shutters and distinctive architecture.
A flag displayed in a window, someone returning home with keys attached to a Roma keychain, or an individual wearing a Roma beanie complete this collection of small, everyday details that evoke the spirit of the city and its team.
