Italians Don't Care About Their Country

Did you know that 50 percent of the world's artistic heritage is in Italy? Did you know most Italians aren't impressed by this? Saatchi & Saatchi, Milan set out to change this anomaly with a social media campaign that would "encourage Italians to rediscover the artistic wonders of their country."

In planning the campaign, the agency wondered, "What do young Italians do on social networks?" The answer? They watch nonsense videos. So the agency set out to create a campiagn that would compare the much loved nonsense videos to viewing a masterpiece.

Facebook. YouTube. Planted nonsense videos. Here's how they did it all.