Happiness, the new communication campaign of the Ministry of Culture, starts with Achille Lauro

The Ministry of Culture is launching Happiness, a new communication campaign dedicated to the National Museum System and theMusei Italiani app, a digital platform developed by the Directorate General for Museums as part of the PNRR Accessibility that for the first time brings together official and reliable information on the country’s museums and archaeological parks in a single digital space: updated schedules, accessibility information, temporary exhibitions, visit suggestions, booking services and electronic ticketing. Initially created for state museums and being extended to the other institutions of the National Museum System, the app aims to be a reference tool to simplify and improve the visitor experience.

The Happiness campaign thus inaugurates a “digital sharing” strategy designed to intercept different audiences, in Italy and abroad, through the institutional channels of the Ministry and Italian museums. The project revolves around a video promoted by the General Directorate for Museums, written and directed by director Luca Finotti together with art director Paola Manfrin. The film aims to tell the story of Italian cultural heritage through a large collective fresco shot in almost forty cultural places. The campaign kicks off with an initial group of venues involved, destined to gradually expand so as to extend the representation to museums and archaeological parks throughout the country and consolidate the image of a dynamic and constantly changing system. The reference is to the entire National Museum System, which includes not only state institutes but also non-state public museums and private entities, with a view to networking and collaboration.

Opening the campaign is Achille Lauro, from the highest point of the National Museum of Castel Sant’angelo, but personalities from the worlds of music, cinema, dance, sports and the web, along with citizens of all ages and backgrounds, have joined the project, bearing witness to a heritage that belongs to the community. Different faces and stories show how places of culture are not neutral spaces, but contexts in which life paths, challenges and possibilities for growth are intertwined. Also participating are Olympic and Paralympic athletes, who through their sporting gestures embody universal values, and actors who interpret museums not only as custodians of the past but as living settings for contemporary stories. Paralympic athletes Ambra Sabatini (Uffizi Galleries), Italy’s flag bearer at the Paris 2024 Games, Alessandro Ossola (Egyptian Museum, Turin), Assunta Legnante (Omero State Tactile Museum, Ancona), Sandra Truccolo and Daniele Scarpa (Palazzo Grimani, Venice), and Niccolò Pirosu (Colosseum Archaeological Park) are recognized. Also present are dancer Alessandra Tripoli (Valley of the Temples, Agrigento) and dancer Giacomo Luci (Academy Gallery, Florence); U.S. actor and director Nyle DiMarco (Grotte di Catullo, Sirmione); and actors Sebastiano Pigazzi (Palazzo Altemps, Rome), Beatrice Fiorentini (Palazzo Farnese, Caprarola) and Michelangelo Placido (Certosa di San Lorenzo, Padula). There is also a digital cameo by actress Alba Rohrwacher, who pays tribute to the figure of Pauline Bonaparte at the Galleria Borghese.

The protagonists also include Daniele Sibilli, a young dancer who has turned dance into a path of redemption (Reggia di Caserta), and the twenty “Women in Pink,” women who have faced cancer and who evoke the theme of the relationship between art and health, emphasizing the role of museums as spaces of well-being and rebirth. The wide-ranging project involved twenty cinematographers, local artisans, and twenty-five international graphic studios and digital artists.

The film is accompanied by the notes of Felicità, tà, tà by Raffaella Carrà, a symbol of Italian pop.

Happiness, the new communication campaign of the Ministry of Culture, starts with Achille Lauro

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