To mark the Bicentenary of  Museo Egizio of Turin, we were commissioned to design and develop the museum’s new communication campaign celebrating this historic milestone. Our goal was to highlight the cultural and symbolic significance of the Museo Egizio - one of Turin’s greatest treasures and a global landmark in the field of Egyptology.
The campaign aimed to enhance the museum’s extraordinary heritage and its deep connection to the city, while projecting it onto the international stage.

A key element of the strategy was a high-profile media placement on premium platforms such as the Lufthansa and eDreams websites, targeting international travelers and promoting both the Museo Egizio and the city of Turin.
This international push was supported by the Look of the City initiative, which brought iconic images of the museum’s most significant artifacts into the urban landscape - with large-format banners in Via Po and Piazza San Carlo, and flags displayed at Porta Nuova and Porta Susa stations - symbolizing the close bond between the city and its museum.

Another symbolic link between the two is the iconic yellow ribbon featured in the bicentenary’s visual identity, painted using eco-friendly paint along the entire length of Via Roma, from Piazza San Carlo to Piazza Castello.
Visitors arriving in Turin at Porta Susa and Porta Nuova will also be greeted by a new visual statement: a monumental reproduction of the Bicentenary logo, measuring 450 cm by 310 cm.
We managed every phase of the campaign - from concept development to production - with an integrated and strategic approach.
The result is a strong visual and narrative impact that reaffirms the Museo Egizio’s status as a global icon, strengthening its presence both online and offline and increasing its visibility on the international stage.