At the heart
of every story
The thrill of a collective memory
We developed a social media campaign driven by User Generated Content (UGC) to promote the exhibition ‘Stadiums: Architecture and Myth’ at MAXXI – National Museum of 21st Century Arts.
client
market
culture and entertainment
time
2025
Telling the story of stadiums, one memory at a time 🏟️❤️
A story made of stories
There’s nothing quite like working for an institution like MAXXI. When the brief for the ‘Stadi. Architettura e mito’ exhibition landed on our desks, we dove straight in (even with a pretty tight deadline 😅).
This led to the concept ‘At the heart of every story’, a project combining an institutional campaign with a social media activation, where we invited the audience to share their personal memories, photos and videos from the stands.
It was a double challenge: presenting the creative concepts with the opening date looming, and the fact that we don’t usually handle cultural events! 😨
Luckily, we reached out to some friends and partners – Efesto, FNK, and Otium – and just like in an ensemble movie, the mix of ideas created the winning formula!
The concept and the digital activation 💡💥
It all starts with a simple idea: every stadium is at the heart of a story. These are places of personal emotions and memories, capable of uniting individual experiences and transforming them into collective memory. The UGC campaign invited the public to share videos, photos, and stories of their most significant moments: from a favorite team’s goal to a concert, or that first time in the stands with someone special.
The result? A collective narrative that engages not only art and architecture enthusiasts but a much broader, more diverse audience.
All the collected content was transformed into reels, carousels, and stories, creating a mosaic of memories that brought MAXXI’s social media channels to life and is sparking conversations well beyond the boundaries of the art world.
The institutional advertising campaign
Alongside the digital work, we also developed and optimized an institutional advertising campaign featuring static and dynamic outdoor formats, billboards, LED screens and pedestrian barriers, bringing the communication into the urban fabric and boosting the exhibition’s visibility.
The goals! 🥅💫
Beyond the numbers, this collaboration pushed us past the boundaries of our usual fields, proving that when creativity, method and vision lead the way, no barriers exist.
