Emilia Romagna Teatro

After managing the image of several ERT (Emilia-Romagna Teatro) productions, the Foundation entrusted Matitegiovanotte.Ra with the communication for the theatre seasons and the subscription campaign for all affiliated theatres. A highly original project signed by photographer Luca Del Pia.

The protagonists of the previous two seasons had been well known theatre actors (2014-15 season), followed by the directors (2015-16 season).
This year, Luca Del Pia and the Foundation’s Marketing Department chose an even more authentic interpreter: the audience.

In spring, an open call was launched through the organization’s Facebook channel, inviting all theatre enthusiasts and regular visitors of the circuit’s theatres to introduce themselves with a short personal story, with the aim of being selected as protagonists for ERT’s new advertising campaign.
The real added value of the campaign was meant to be the authenticity of the stories and the people telling them.
Surprisingly, the number of applications was very high.
The subjects were then chosen based on the originality and variety of their lifestyles, but above all for their genuine passion for theatre.

That’s why posters, ads and banners feature a smiling swimming enthusiast who is also a quality controller, but above all an ERT theatre goer.
Just like the engineer who loves relaxing with grazing animals, but who would never give up a front row seat.
And so do the student, the petrol station attendant, the painter, the Hula-Hoop contortionists, the hairdressers and the pasta makers.
The campaign unfolds across a thousand placements spanning periodical and daily press, web banners, flyers, folders, programme booklets, posters, dynamic billboards and bookmarks.
Each of the 7 Theatres features one or more subjects, where everyone “plays their own part,” but in reality no one is really acting.