TIM is the largest Italian telecommunications services provider in revenues and subscribers. The job was to create an inclusive and emotionally resonant advertising campaign for their ethnic segment in the country, promoting special international calling rates across multiple cultural communities.

The campaign needed to connect with diverse ethnic groups in Italy while maintaining a unified creative concept that would work across multiple languages and cultures.

Developed a music-centred campaign featuring the internationally renowned Orchestra di Piazza Vittorio, a multicultural ensemble from Rome, using their universal language of music as a bridge to communicate across cultures.

The campaign tagline “The Most Beautiful Music Is The Voice Of My …” was adapted to different emotional connections (mother, friends, wife, children) and translated into multiple languages, creating personal relevance for each target community.

Born in Rome’s multicultural Esquilino neighbourhood, the Orchestra itself represented a perfect metaphor for the campaign’s message, being a successful example of cultural integration through music since 2002.

Each commercial was produced in the native language of its target audience, with dedicated versions for TIM Card Romania, Albania, and Morocco, while the TIM International Card campaign was produced in Chinese, Bengali, Egyptian Arabic, Ukrainian, and Italian.

The campaign successfully bridged cultural differences through the universal language of music, while maintaining specific cultural relevance for each target community through careful adaptation of visual and verbal elements.