ITA Airways reframes its brand positioning with global “Simply Italian” platform and Sharon Stone
ITA Airways has unveiled “Simply Italian,” a global brand platform designed by independent agency POPE Creative Studio (founded by Francesco Andrea Poletti and Federico Pepe).
Ditching static taglines, “Simply Italian” serves as a dynamic narrative platform built on real, relatable moments. From an unhurried morning cappuccino to those affectionate, non-stop texts from your mum the moment your wheels hit the tarmac, the campaign captures the authentic rituals that position ITA Airways as a true ambassador of Italian hospitality.
ITA Airways doesn’t just transport passengers. It hosts them. The campaign captures exactly this, through authentic, surprising snapshots of life on board that could only happen with ITA Airways.
Sharon Stone steps in as global ambassador, representing “Simply Italian” across both Italy and major international markets. Selected for her cinematic influence and personal affinity for the country, she brings a natural authenticity that translates the Italian way of life for audiences worldwide.
Francesco Andrea Poletti, CCO of POPE Creative Studio:
“The Italian way of life isn’t just a tagline. It’s a universal language made of gestures, small attentions, and perfectly imperfect moments. Our job was to capture it authentically and make them truly memorable.”
The creative strategy skips the traditional long-form commercial in favour of 15 standalone short films. Built around spontaneous micro-moments in transit, each vignette highlights the airline’s take on “surprising simplicity.” It’s a flexible narrative system designed to evolve across global markets, seasonal pushes, and distinct product features over multi-year cycles.
Federico Pepe, President of POPE Creative Studio.
“Rather than forcing a single campaign onto every audience, we built a modular platform that grows and adapts across markets. Designed to last years rather than seasons, it relies on simple, human snapshots that can evolve without losing their impact.”
By bringing the warmth of Italian generosity to every flight, ITA Airways redefines what it means to travel. The campaign invites travellers worldwide to experience a more human, welcoming way to fly.
Rolling out across Europe and the United States, the campaign supports ITA Airways’ international growth with a heavy media buy across TV, digital, social, and prime OOH locations in major airports and cities. The campaign, currently on air in Italy, will launch on September 22 in the United States and Brazil.
ITA Airways is Italy’s national airline, operating domestic, European and intercontinental routes from its hubs in Rome and Milan. The airline offers a growing network connecting Italy with major destinations across Europe and around the world. With one of Europe’s youngest fleets, ITA Airways operates 106 aircraft with an average age of 6.5 years, combining operational efficiency with a modern onboard experience.
POPE Creative Studio is an independent creative studio founded in May 2025 by Francesco Andrea Poletti and Federico Pepe, specializing in the development of brands, campaigns and communication platforms of the highest creative standard.
Credits:
Creative Agency: POPE Creative Studio
- Creative Lead: Francesco Poletti e Federico Pepe
- Strategy Lead: Francesca Zedde
- Business Lead: Valentina Bruno
- Creative Director: Cecilia Moro
- Senior Art Director: Eva Rognini
- Copywriter: Silvia Loguercio
- Art Director: Alessandro Carrieri
- Junior Art Director: Matteo Sinopoli
- Junior Art Director: Filippo Belotti
- Junior Art Director: Marta Scutellà
- VFX Generalist & Video Editor: Salvatore Milo
Production Company: Think Cattleya
- CEO & Executive Producer: Monica Riccioni
- GM & Executive Producer: Martino Benvenuti
- Senior Producer: Raffaele Fusco
- Junior Producer: Gemma Galli
- DIRECTOR: Marco Gentile
- DOP: Pablo Clemente
- Production Director: Christian Scacco
- Assistant Director: Matteo Albano
- Art Direction: Marzia Montanari
- Costume designer: Elena Manferdini
- Make-up: Paola Sgrò
- Photographer: Giuseppe Migliaccio
Post Production & AI Artists – You Are
- Colorist: Daniel Pallucca
Audio & Sound Design: Disc to Disc
Talent: SHARON STONE
Talent’s stylist: Ramona Tabita
Talent’s Hair&MUA: Max Roman