The Ministry of Culture launches “Felicità” the new communication campaign for the Musei Italiani app.

The Ministry of Culture presents “Felicità”, the new communication campaign dedicated to the National Museum System and to the Musei Italiani app, the digital platform developed by the Directorate-General for Museums as part of the PNRR Accessibility initiative. 

The campaign is being launched today through the Ministry’s and Italian museums’ institutional channels, giving rise to a true “digital sharing” initiative designed to reach diverse audiences in Italy and abroad. 

The project revolves around a video promoted by the Directorate-General for Museums, written and directed by Luca Finotti, in collaboration with art director Paola Manfrin. The film narrates Italy’s cultural heritage through a grand choral fresco shot in nearly forty cultural sites. The work gives shape to an immersive and powerful vision in which art becomes shared experience, movement, emotion, and participation. 

The campaign begins with an initial group of participating venues and will be progressively expanded over time, broadening the representation of museums and archaeological parks and strengthening the image of a museum system in constant evolution. The reference is, in fact, to the entire National Museum System, which includes, alongside state institutions, non-state public and private museums, within a perspective of network and collaboration. 

Talents from the worlds of music, cinema, dance, sport, and digital media have joined the project, alongside many other individuals of all ages and backgrounds, representing a heritage that belongs to all. Diverse faces and stories testify that cultural heritage is not a neutral space, but a place where life experiences, personal challenges, and paths of growth intertwine. 

Among them is Daniele Sibilli (Reggia di Caserta), a young dancer who has transformed his passion for dance into a true path of redemption; the twenty “Donne in Rosa,” a group of women who have faced cancer, whose presence highlights the contemporary theme of the relationship between art and health, underscoring how cultural sites can become spaces of well-being, sharing, and renewal. Alongside them are Olympic and Paralympic athletes who enthusiastically joined the project: champions who express universal values through movement. Also featured are young actors representing a new generation that sees museums not only as a memory of the past but as a living stage upon which to build contemporary stories. The project is ambitious, realized with twenty directors of photography and local crews, twenty-five graphic studios, and international digital artists. 

Participants also include Achille Lauro, singer-songwriter and leading figure on the contemporary music scene (Castel Sant’Angelo, Rome); Paralympic athletes Ambra Sabatini (Gallerie degli Uffizi), Italy’s flag bearer at the Paris 2024 Paralympic Games, Alessandro Ossola (Museo Egizio, Turin), Assunta Legnante (Omero State Tactile Museum, Ancona), Sandra Truccolo, and Olympic athlete Daniele Scarpa (Palazzo Grimani, Venice), as well as athlete Niccolò Pirosu (Colosseum Archaeological Park); dancer Alessandra Tripoli (Valley of the Temples, Agrigento) and dancer Giacomo Luci (Galleria dell’Accademia, Florence); American actor and director Nyle DiMarco (Grotte di Catullo, Sirmione); actors Sebastiano Pigazzi (Palazzo Altemps, Rome), Beatrice Fiorentini (Palazzo Farnese, Caprarola), and actor Michelangelo Placido (Certosa di San Lorenzo, Padula). The campaign also features a digital cameo by actress Alba Rohrwacher, paying tribute to the figure of Paolina Bonaparte at the Galleria Borghese. 

The film is accompanied by the notes of “Felicità, tà, tà” by Raffaella Carrà, the iconic symbol of Italian pop music. 

At the heart of the campaign is the Musei Italiani app, which for the first time brings together in a single digital environment official, simple, and reliable information on Italian museums and archaeological parks: updated opening hours, accessibility details, current exhibitions, suggested itineraries, as well as booking services and electronic ticketing. Created initially with state museums and rapidly expanding to other institutions within the National Museum System, it is a tool designed to offer visitors a reliable point of reference and to facilitate the visiting experience. 

With “Felicità”, the Ministry proposes a vision of cultural heritage as a living and shared space, capable of generating collective energy and a sense of belonging, in the name of accessibility.