Institutional portal - Municipality of Milan

The goal of Milano&partners is to strengthen the city's reputation as an international hub for talent and creativity. Among the protagonists Rkomi, Claudia Marsicano and a magical dragon - Materials and contents of the "Based in Milan" campaign

Milan, June 10 2022 – Precisely in the days in which the city celebrates the first Milan Design Week of the post-health emergency, with over 800 events spread across many neighborhoods, and the sixtieth edition of the Salone del Mobile.Milano, which after two years returns to the original formula with 20 pavilions of Fiera Milano in Rho set up by a total of 2.173 exhibitors (27% of which foreign), YesMilano presents the new international communication campaign "Based in Milan" with the aim of strengthening Milan's reputation as an international hub for talent and creativity.

The campaign celebrates the new generations who are contributing to the transformation of the city and speaks to young people from all over the world, inviting them to discover it.

Being "Based in Milan" - a formula that now characterizes many bios of local and international creators who have chosen the city to give shape to their passions - means living and expressing, every single day, creativity, style and design, letting yourself be inspired by energy that can be felt in the neighbourhoods, from the encounters with the people who live and animate them.

The video, created by No text company, a "Based in Milan" collective that operates in the audiovisual sector, sees the alternation of various talents who wanted to demonstrate their support for the city. A magical green dragon, the iconic fountain of Milan, comes to life before the eyes of the singer Rkomi, the actress Claudia Marsicano, the chefs Sara Nicolosi and Cinzia De Lauri of the Altatto restaurant, the bikepacker Clelia Ponteri, and in front of the notes of the girls and the boys of the Giovani Cantori singing group from Turin chosen by the fashion brand Cormio.

In the video, the dragon, or snake, symbol of Milan and its relationship with water, finds a new dimension in the narration of the city, thanks to the reinterpretation of Marcello Mosca, designer and co-founder of Frankenstein Magazine. The campaign was curated in collaboration with Wunderman Thompson.

Thanks to the support of the Milan Monza Brianza Lodi Chamber of Commerce, "Based in Milan" will be promoted by digital advertising planning in social media and geolocalized in the major cities in Europe and the United States and aimed at an audience under 30. The campaign it will also be disseminated through the Municipality's audiovisual communication circuits.

"Milan is my city, it's where everything started: music, my first concerts, everything became possible against all odds. It grew with me and I with it", says Rkomi.

"The strategic objective that the Chamber of Commerce and the Municipality share of strengthening Milan's reputation as an international hub for talent and creativity - of which this Based in Milan campaign promoted by YesMilano is a further important step - is not just an action current and mandatory to bring new energy, ideas, resources that enrich our development model and lifestyle, but it is essential to build the Milan of tomorrow, even more attractive, participatory and sustainable, a place of inspiration and trend at an international level" , declares Elena Vasco, General Secretary of the Milan Monza Brianza Lodi Chamber of Commerce.

"Milan is a global hub of creativity, style and design thanks to the thousands of young people - Italian and from all over the world - who have chosen to cultivate their talent in the city's schools and companies - adds Luca Martinazzoli, General Director of Milan&partners – With this campaign we want to celebrate the energy of an intercultural generation that is transforming the city and making it increasingly attractive in this moment of positive recovery in tourism, which sees the city with numbers very close to a boom in the first five months of 2019, we are addressing young people to invite them to visit Milan and meet those who are proud to be Based in Milan".