Creative Challenge:
Advertise the importance of the arts. Pose any number of questions, general or specific. Why do we need art? In our lives, in our schools? Why should we pay for it? What does art make us feel? Can art change the world for the better? Inspire ACTION. 
Consider who you're speaking to, what you're inspiring, and make your message heard. We've left this brief wide open for you.

Numerous studies show the disaffection of the Italians for the national artistic heritage. This data is in contrast with the constant presence of Italian in exhibitions and museums all around the world. How can we invite Italians to visit masterpieces displayed in the Italian territory?

In collaboration with MiBAC, Ministry of Cultural Heritage and Activities of the Republic of Italy, we will transform for a day the urban landscape of the main Italian cities, inserting typical elements of other cultures. The message we want to convey is: "Why travel abroad to visit a museum? Art in Italy is in every corner".

 

We will place two sentries of the British Grenadier Guards at the entrance of the Palazzo Reale.

On each side of the sentry-boxes, a provocative poster will invite Italian people to open their eyes and rediscover the artistic treasures offered by their cities.

 

Japanese old-style rickshaws, driven by trained athletes in traditional costume, will wait for tourists instead of the typical horse-drawn carriages.

On each side of the vehicles, a challenging poster will remind Italians that they own a priceless artistic heritage, inviting them to rediscover it.

 

The principal entrance of the metro station at Piazza del Duomo will be transformed in a typical Art Nouveau édicule of the Paris Métro.

We will hang a poster on each side of the kiosk, inviting Italian people to realize how rich are the cultural opportunities they can take advantage of.