Valle d’Aosta Heritage is a project by the Autonomous Region of Valle d’Aosta dedicated to promoting the region’s cultural heritage: castles, museums, archaeological sites, and symbolic places told in a way that is accessible, contemporary, and engaging.

To support the project’s communication, we designed and developed a multi-subject campaign with a clear goal: to spark curiosity and encourage in-person visits, positioning the “live” experience as something unique and essential.

The concept “Dal vivo è tutta un’altra storia” (Live, it’s a whole different story) plays on the double meaning of the word “story”: on one hand, the personal, intimate kind that emerges from experiencing places firsthand; on the other, the historical kind - made of stone, people, eras, and transformations.

Each campaign subject begins with the phrase “Once upon a time…”, introducing a short narrative inspired by the featured location. The aim isn’t to reconstruct history in a didactic way, but rather to evoke an atmosphere, offer a hint, and leave room for imagination.

We carefully selected interior images and architectural details to reinforce the idea that to truly know these places, you have to step inside. The photographs ideally guide the viewer beyond the entrance - into the story.

The campaign was developed across multiple subjects and distributed through public spaces, billboards, and informational materials. It helped strengthen the visual identity of the Valle d’Aosta Heritage project and promoted a new way of experiencing cultural heritage: more personal, more emotional, more alive.