CASE HISTORY · AUGUST 2023 · CERTOSA DI PADULA
SAGRA SURACE
EVERYONE IS FAMILY!
TAKE A DIGITAL UNIVERSE OF 4 MILLION FOLLOWERS, AND MAKE IT REAL. MEATBALLS INCLUDED.
Casa Surace turned the southern Italian family into everyone's favourite corner of the internet. Sagra Surace is that universe landing in the real world: a village festival where a traditional sagra meets the contemporary live show. We designed the identity that keeps a party together — visual world, posters, tone of voice, one festive grammar — and we ran the event itself, live, inside the Certosa di Padula, UNESCO heritage and all. Three nights, 20,000 visitors, 12 shows between concerts and DJ sets, 15 grandmothers, 250 litres of ragù. Real enough?
NUDEL MASCHINE × CASA SURACE01 / 16
01 / THE BRIEF
TURN A FANBASE INTOA FAMILY REUNION.
Casa Surace is the production company behind Italy’s favourite online family: millions of followers raised on the contradictions and clichés of Southern Italy, turned into a badge of pride with irony and affection. Sagra Surace takes this whole world off screen: a three-night village festival with food stands, grandmas, tarantellas, talks and concerts, inside a sixteenth-century charterhouse.
Our job: give the party a voice, and make the whole country feel invited.
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02 / THE IDEA
AN ITALIAN SAGRA,REMIXED.
Popular tradition and digital culture in the same square: real grandmas rolling pasta next to creators filming reels, tarantellas sliding into pop medleys, every corner of the festival designed to be shared both online and offline.
No VIPs: only relatives.
“OGNI SAGRA È PAESE.”
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03 / IN A NUTSHELL
WHAT WE DID,IN A NUTSHELL.
For Casa Surace we designed the entire personality of the event, and ran it on the ground: the same voice on the walls of the village, on stage and on every feed.
Creative direction
The idea, the voice, the rules of the party.
360° communicationA full communication system: out-of-home, adv and the visual identity of stands, spaces and every physical element of the festival.
Social, PR & talentThe event on every feed, before, during and after.
Live managementProduction and coordination of the live event, night after night.
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04 / THE CAMPAIGN
TI VEDO CHE…
The village that sees everything, cast as a campaign. Posters, stories and adv where the sagra catches you in the act; spoken like a Southern relative, printed everywhere.
OUR ROLE
Concept development and creative direction.
“Lui ti vede che allunghi il vino con la gassosa.”“Lei ti vede che vuoi fare la scarpetta.”“Lei ti vede che stai sciupato.”
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05 / THE POSTERS
RISHPET!
A 50×70 poster series turning festival etiquette into family comedy: Southern dialect spelled out like English, manners delivered with a wooden spoon.
UNITED AGAINST
SHITTY PEOPLE.
SHITTY PEOPLE.
TRANSLATION
“Come on, you’re old enough to make troubles.”
TRANSLATION
“Aim for the hole. You’ve got this.”
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05 / THE POSTERS: RISHPET!
TRANSLATION
“Sort your waste. We believe in you.”
TRANSLATION
“Cigarette butts don’t belong on the ground.”
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05 / THE POSTERS: RISHPET!
TRANSLATION
“Let the elderly, pregnant women and kids sit first.”
TRANSLATION
“Wait in line, relax. You’ll get served too.”
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SAGRA, LIVE
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06 / THE SHOW
TARANTELLAMEETS POP.
Three nights of concerts, serenades, marching bands and improvised stand-ups (with food stands included in the show).
Roy PaciMUSICAL DIRECTOR
Roy Paci & AretuskaHEADLINE CONCERT
Ottoni AnimatiMARCHING BRASS
Montefiori CocktailLIVE LOUNGE REMIXES
10 / 16
07 / THE TALENTS
GIVE THIS TERRITORYA MEGAPHONE!
Creators and talents invited not as guests but as amplifiers. Every reel and story was a postcard: Padula, the Certosa and the whole Cilento area on feeds all over Italy, reaching an audience no local media plan could buy.
185K
AVERAGE VIEWS PER TALENT REEL
Roberto Valbuzzi · Stefano Maiolica & Pietro Totaro · Villa Per Bene · Licia Fertz e Elo · Giulia D’Urso · Maiolex · Io Sono Jules · Lozar
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08 / THE RESULTS
THREE NIGHTS.ONE VILLAGE.
+20,000
VISITORS · PADULA, 28–30 JULY 2023
250
WORKERS
22
MUSICIANS
10
STREET ARTISTS
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08 / THE RESULTS: SOCIAL
THE SQUARE,ON EVERY FEED.
35K
PLAYS ON SAGRA
SURACE REELS
(ORGANIC)
SURACE REELS
(ORGANIC)
17K
AVG REACH, STORIES
PER NIGHT
(ORGANIC)
PER NIGHT
(ORGANIC)
16K
AVG IMPRESSIONS,
BRAND STORIES
PER NIGHT
(ORGANIC)
BRAND STORIES
PER NIGHT
(ORGANIC)
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08 / THE RESULTS: THE TABLE
A VILLAGE-SIZEDFAMILY REUNION.
10,000
PIZZAS
250 L
RAGÙ
15
REAL GRANDMAS
3
MARRIAGE PROPOSALS
(EVERYBODY SAID YES!)
(EVERYBODY SAID YES!)
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SAGRA SURACE,FROM ABOVE.
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FAVORITE!
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