Aeronautica Militare

Execute the 2024/2025 recruitment campaign

Sector

Armed forces

Tools

Communication concept, content production, TV commercials, informational materials, social media formats, website

Description

For over a century, the Italian Air Force (*Aeronautica Militare*) has been dedicated to controlling and defending national airspace. As one of Italy’s four armed forces, it is a prestigious institution with a defense system integrated into that of other NATO nations.

Every year, the Air Force organizes recruitment campaigns across the country, inviting young men and women aged 14 to 28 to enter the selection process and join the service.

This gave rise to the recruitment project for 2024/2025: a campaign designed to redefine how a century-old institution communicates with new generations.

At the heart of the project lies the concept “Porta in alto il tuo valore” (Elevate your worth)—a direct, personal invitation that transforms enlistment into a choice that defines one’s identity. Joining the Air Force means recognizing and valuing one’s own potential, becoming part of a system where discipline, competence, and determination are truly essential for the nation’s well-being.

Driven by a narrative that balances authority with aspiration—crafted to appeal to a young audience while maintaining an institutional tone—the campaign was rolled out across various media and channels, including television.

The TV commercial serves as the centerpiece of the project, featuring powerful, cinematic imagery. Faces, gestures, training exercises, and technology alternate in a dynamic narrative designed to evoke an emotional connection and a sense of possibility.

Alongside TV spots, social media formats, printed information materials, and digital content, the concept was extended to the web via a platform designed to guide students toward the selection process in a simple, user-friendly way.

The project demonstrated that even an institutional entity can adopt contemporary language, forging an authentic connection with new generations and turning a life choice into an aspirational goal.

Three Aeronautica Militare uniformed individuals walk on an airstrip toward the camera, with a fighter jet in the background and the Aeronautica Militare logo and text overlayed in the center.
A hand holds an Aeronautica Militare recruitment flyer, featuring a woman in uniform. The text says: "Porta in alto il tuo valore. Unisciti a noi." and "Elena, Pilota Militare," set against a park background.
Various recruitment posters for the aeronautica militare feature young men and women in uniform, each with their name and role, and the slogan "Porta in alto il tuo valore. Unisciti a noi" ("Raise your value. Join us").
A computer screen displays a website featuring a woman in an aeronautica militare uniform standing in a library. Italian text reads, “PORTA IN ALTO IL TUO VALORE. UNISCITI A NOI,” meaning “Raise your value. Join us.”.
A smartphone displaying a website with photos of a smiling aeronautica militare pilot in a flight suit and helmet, alongside another person in a green jacket standing before a helicopter, all set against a plain white background.

Related case

Tresemall

Tresemall

A redevelopment project that builds a new, widespread identity, capable of connecting commerce, services, mobility, and community.

ALIg

ALIg

Shaping an event that bridges the worlds of education and professional practice.

ALIg

ALIg

Coordinate and support a networking and job placement event

Stay updated!

Subscribe to our newsletter