Today marks the launch of Italy's new national airline: ITA Airways. As people everywhere are once again enjoying the freedom and pleasure of flying and experiencing effortless mobility, ITA Airways aims to position itself as the carrier of a new generation, one who lives by the same principles and values as the people it serves. 

In a step-change from previous communications, a beautiful and breathy global integrated campaign by brand and customer experience agency VMLY&R Italy launches the Italian carrier with the ambition to make it a new global icon. 

'Born in 2021' shows the beginning of a new journey and expresses ITA Airways' commitment as a customer-centric, digital-first and sustainable brand. The idea that 'for every end, there is a new beginning' also embodies the spirit of positivity and trust in the future that has always characterised Italians. 

The hero film follows a young girl, Aurora, into her daydreams, exploring iconic Italian and international destinations and experiencing significant life moments and emotions with her. Her light voice and poetic words invite the viewers to leave the past behind and look to tomorrow confidently and with joy. The film ends with an adult Aurora embarking on her big dream: flying to discover the world. 

"The team at VMLY&R is beyond proud to be part of this historical and meaningful moment for our country. Creating the ITA Airways launch campaign has been a great challenge that turned into a wonderful adventure. I'm very grateful to our client for trusting us and believing in the power of creativity," said Francesco Poletti, chief creative officer, VMLYR Italy.

The film was directed by renowned filmmaker Reynald Gresset, who is best known for his powerful capture of fragments of human experience. The music is by Italian singer-songwriter, multi-instrumentalist, arranger, and producer Andrea Laszlo de Simone.

The airline also introduced a new brand identity and logo in line with its new positioning and values. The campaign will be on air in Italy from October 15th. It will then roll out to more key markets globally.