50% of the artistic heritage of the World is in Italy but, judging by art sites visitor statistics, there is a population not particulary attracted by all this beauty: the italians.
The objective of the campaign was to encourage italians to rediscover the artistic wonders of their country during The italian culture week, a yearly initiative during which all public art sites can be visited for free. The campaign intended taking advantage of all media. Social networks, expecially youtube and facebook, were used to target the younger population. Young people are very active on the Internet and most of the time they watch and share nonsense videos.
The concept of the campaign is so simple: it’s rare to get something so precious for free.