M&C Saatchi adopts Antoniano

M&C Saatchi is an international and independent network. Its historic Italian office is located in Milan. The creative agency's approach is Brutal Simplicity of Thoughts: the art of simplifying to give life to impactful ideas that take shape on the ground and in all communication media, offline and online.

Giving continuity to the collaboration established with Fondazione Italia Patria della Bellezza, M&C Saatchi adopts the project ‘I settant anni di Antoniano: una storia d'amore e musica’ (The seventy years of Antoniano: a story of love and music). The association was founded by Padre Ernesto Caroli. After being deported to a concentration camp in World War II, he realised that people not only needed a meal, but also new hope. Thus, together with the canteen, Caroli started the Cinema Teatro in Bologna. In 1959, Cino Tortorella brought the music of the Zecchino d'Oro to the Antoniano and later, in 1963, the Piccolo Coro dei bambini was born. Antoniano is music, art, culture, theatre, training, television and above all solidarity.

This place has chosen music to share its values and create a culture of hospitality. It is still an urgent and necessary project, which needs a new language and tools more suited to this time to continue to tell its story. In 2022, there has been a steady increase in the number of families in need of aid from the network of Franciscan soup kitchens. The 70th anniversary is an opportunity to share this history once again and put the emphasis back on the values that have always guided all Antoniano's activities since 1954, continuing in that work of caring for the human being that distinguishes Antoniano.