16th Corporate Culture Week: Pirelli Advertising
The story that the Pirelli Foundation told during Corporate Culture Week in 2017, devoted to Pirelli advertising from the 1970s to the present day, bore the same title – Advertising with a Capital P – as the book that had been published by Corriani a few months earlier.
At the Foundation’s headquarters in Milano-Bicocca, visitors were able to retrace this period of vibrant creativity, which still has not been studied in any great depth, from the TV commercials of the 1980s to the global campaigns with endorsers from the worlds of cinema and sport, such as Sharon Stone, Carl Lewis, and Ronaldo. Business and culture were thus once again inextricably linked by a bond that is synonymous with growth and innovation. And, more than anything, with the broader world of internationalisation and globalisation.
