Vivo perché vario
Seeds of choice
The Cuneese area invests in biodiversity. The campaign originates from the collaboration with a multidisciplinary group of experts — and later rolled out across the entire province: dozens of posters, a public event, and a travel‑guide booklet.
To design effective public communication on a wide and complex topic such as agro‑food biodiversity, you need a table of experts — and to build that, you need a studio capable of combining creativity with attentive listening.
Bellissimo joins hands with the four Local Action Groups (LAG) active in the province of Cuneo —Langhe Roero Leader, Mongioie, Tradizione delle Terre Occitane, and Valli Gesso Vermenagna Pesio— to deliver a joint campaign that highlights the real value of biodiversity and the positive impact of consumer choices. In doing so, it addresses citizens and consumers but also the entire supply chain: farms, retailers, hospitality, and catering. Insights from the LAGs: find out more here.
The multidisciplinary nature of the topic —a “prism”— is reflected in the composition of the expert panel brought together by the LAGs: an agronomist, an economist, a clinical nutritionist, the director of Slow Food, a researcher, and a veterinarian. During the three sessions led by Bellissimo, discussions covered responsible farming practices and productivity, livestock and the environment, logistics and pricing, businesses and communities, education, nutrition, and health. Session by session, the studio’s task was to navigate the many insights generated and identify the most impactful elements for a communication campaign that is accessible, engaging, and broadly appealing, yet precise and accurate in its messaging — both enjoyable and exact.
The experts involved in the discussion panels: Giacomo Ballari (Fondazione Agrion), Emilio Bosio (Provincial Order of Veterinary Doctors, Cuneo), Cloè Dalla Costa (Clinical Nutrition, ASL CN2), Vitaliano Fiorillo (Invernizzi Agri Lab, SDA Bocconi), Serena Milano (Slow Food), Marco Pittarello (Department of Veterinary Sciences, University of Turin).
This is how Vivo perché vario came to life. At its simplest, the campaign expresses a straightforward equation: more variety means more life — in terms of health, fertility, sustainability, and social and economic vitality. The main visual represents the systemic nature of biodiversity, linking “fields, shelves, and tables” and benefiting individuals, communities, and the environment alike. The call to action encourages choosing local, high-quality products.
The language is simple and to-the-point, designed to reach the widest possible audience. Layered graphics illustrate the interconnection between nature and products.
A second series of multi-subject visuals uses practical examples to illustrate the positive impact of environmentally friendly production techniques on society and the environment. What lies behind high‑valley cultivation, local varieties, and choosing seasonal products? Care for the environment, the possibility of continuing to live in the mountains, healthier diets… This is not the first time Bellissimo has tackled these topics in detail: the experience with Regione Piemonte and developing communications for the Programma di Sviluppo Rurale, was highly instructive.
We greatly appreciated your ability to combine clarity and creativity: you managed to turn complex concepts into messages that are both effective and emotionally engaging.
Giusi Casucci, Director, LAG Langhe Roero Leader
The campaign debuted ahead of the 2025 Montagna Festival in Cuneo, gaining wide visibility across the province’s main centers. During the event, the four LAGs presented a fully informative program dedicated to Vivo perché vario. The installation along the city’s main street stood out for its visual impact and use of sustainable materials.
In summer 2025, the project expanded further through an initiative by LAG Tradizione delle Terre Occitane, aiming to enrich the promotion of its territory with a booklet showcasing its many local specialties. This publication, a free “travel booklet,” explores the Occitan valleys (Stura, Grana, Maira, Varaita, Po, Bronda, and Infernotto) through their iconic breeds and varieties, from Caraglio garlic to the Sambucana sheep.
The booklet is also available in English and French, and will be distributed free of charge at tourist centers throughout the valleys.
Recounting stories about traditions and recipes, curiosities, and new initiatives provides the perfect opportunity to communicate —in an amiable and informative voice— the environmental benefits linked to these local products: medicinal herbs support pollinators, valley pastures combine animal welfare with landscape protection, while rediscovering ancient grains has proven to be an entrepreneurial opportunity for local youth.
Bellissimo curated the editorial concept, copywriting, and graphic design.
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