Welcome to Trentino

Creative idea

The Milano Cortina 2026 Winter Olympics was the most geographically widespread Winter Games in history, spanning across Northern Italy, with Trentino’s Val di Fiemme hosting some of their most iconic competitions. Rather than relying on high-octane Olympic hype, the territory of Trentino stayed true to its authentic roots. The campaign captures an authentic town hall meeting in a traditional mountain chalet, where a group of real, local residents, the true hosts of the Games, practice saying “welcome” in various languages. Through genuine smiles, charming mispronunciations, and shared laughter, the film highlights the territory’s legendary hospitality, turning global Olympic anticipation into a heartwarming moment of true local community.

Brand name: Trentino Italia
Advertiser / client: Trentino Marketing
Product / service: Trentino Sponsorship for Milano Cortina Winter Olympics 2026
Campaign name: Welcome to Trentino
Agency network: OGILVY
Agency: Ogilvy Milan
Media agency: Mindshare - WPP Media
Production company: Haibun
Agency chief executive officer: Roberta La Selva
Chief creative officer: Giuseppe Mastromatteo
Creative director: Giordano Curreri, Marco Geranzani
Art director: Giulia Richetta
Copywriter: Ilaria Vallone
Account director (agency): Laura Mora
Media director: Cristiana Cristaldini
Senior planner: Luca Tapognani, Silvia Tasso
Photographer: Fulvio Bonavia
Film production: Lorenzo Alaimo
Director: Valerio Musilli
Director of photography: Karim Andreotti
Agency producer: Sanam Bartoletti
Additional company: Producer: Valentina Antolini Head of production: Max Mellano Producer: Rebecca Ferrari AD: Marcello Calvesi Set design: Luca Vitetta Styling: Fiora Lombardi Hair & Make Up: Lucia Santorsola Crew & EQ rental: MovieChrome Sound eng: Massimiliano Santillo & ass. Riccardo Barbaro Audio Mix: WPP Production