A Child’s Vivid Imagination Sets off Italo’s Epic Train Journey

Italo's spectacular new communication campaign is now live, created by DDB Group Italy. Conceived to narrate the unique and distinctive travel experience on board the brand's fleet, the campaign is itself an exciting journey, born from the vivid imagination of a child. Launched on Sunday the 9th across various formats on TV (15" and 30") and the brand's social channels, the campaign showcases a journey full of emotions, featuring characters and fantasy scenarios related to the different genres of film iconography that we all know and recognise. Since childhood.

For today, more than ever, it's not only the destination that makes the difference, but also the sensations you feel while reaching it. And with such a high standard, only fantasy can keep up. This is how the campaign conveys the superior travel experience of Italo, allowing viewers – just as it does with its passengers each day on every route – to experience an unparalleled journey.

Set to the soundtrack of Queen's 'Don't Stop Me Now,' a song that embodies all the values of a brand dedicated to relentless excellence, the campaign represents the first creative collaboration between the brand and DDB Group Italy, the agency recently appointed by the rail operator to manage its communication strategy following a pitch. The director is the award-winning Ernest Desumbila, author of numerous commercials for major brands, together with SAUVAGE.TV, his renowned post-production and animation studio based in Barcelona. All under the guidance of Karen™.

The integrated communication campaign has been on air with various formats since May 9th on TV and online across digital and social channels, and includes OOH and DOOH in major Italian cities and stations, and a long-cut version will be released in cinemas soon.

Fabrizio Bona, chief commercial officer of Italo, comments on the launch of the new campaign, "We are proud of what we have achieved. A cutting-edge production, a commercial that projects Italo towards new and intriguing challenges. We aim to strengthen our brand positioning, enhancing the excellence that distinguishes us in the market, such as our exclusive onboard services."

Luca Cortesini, chief creative officer of DDB Group Italy, adds, "It is increasingly rare to be able to create a work of such a high standard following a pitch. This is thanks to a perfect and immediate synergy with a client, as interested as we are in uncompromising quality, who wanted and knew how to maintain the idea’s purity without altering it with commercial dynamics. A precious and fundamental move at this moment in communication for a brand that is a true Italian excellence."

A campaign that, as its soundtrack says, doesn't stop, but continues in the coming months with new episodes. From June onwards, in the context of the launch of the "Italo is Magic" campaign, a strategic project of influencer marketing and brand ambassadorship is planned with a focus on Meta and TikTok (a channel on which Italo has recently launched): this strategy not only serves to amplify the target and reach of the brand campaign, but also ensures effective positioning, thanks to the native use of the platforms expressing Italo's ability to transform the journey into a magical and creative adventure. Among the protagonists are Paolo Ruffini, with his unmistakable style and his ability to communicate on social media in an authentically and directly way, along with other influential creators such as Ceppeland, Travel Mati, Andrea Iori and many others.