Programma di Sviluppo Rurale
A YEAR ON THE FIELD
How to talk about agriculture to a new audience: short reports, video interviews, and three tours with content creators to showcase the best of rural Piedmont.
Bellissimo supported the Directorate of Agriculture and Food of Regione Piemonte in a unique storytelling and engagement project from late 2022 to September 2023. The goal was to document the impact of the 2014–2022 PSR, Programma di Sviluppo Rurale – Rural Development Program, a €1 billion plan funded by European, national, and regional sources to support agriculture. But the ambition went beyond reporting: to convey the collective value of rural development not only to industry professionals, but also to a broader public, including through the creation of an Instagram profile. The campaign featured fifteen case studies and best practices, carefully selected across different sectors and territories.
The project Bellissimo submitted for the tender is called Tempo di raccolto, tempo di racconto (Harvest time, story time). It promotes a positive, dynamic, and colorful vision of contemporary agriculture, serving as the guiding theme for all campaign activities. The content created aims to highlight the vitality of agriculture made by people, showcasing the humanity, gestures, and faces behind Piedmont’s food, its traditions, and innovative business ideas.
The first dimension of the project focuses on telling the stories of the organizations involved: independent producers, family businesses, wineries and consortia, local action groups — each with projects partially funded by the PSR. The Bellissimo-led “crew” captured 15 video interviews and photographic micro-reportages during visits to the various sites, highlighting the activities, the tangible impact of the received funds, and the personal stories behind them. Art direction and copy were curated by Bellissimo, with photography by Federico Masini and video production by The Good Life.
Bellissimo guided us step by step on a journey to explore the rural world of today and tomorrow. They found the right tone immediately —both in terms of images and words— and brought together a team that shared our passion for the journey.
Valentina Archimede, Directorate of Agriculture and Food, Regione Piemonte
The content created brings to life the social media profiles dedicated to rural development for the Regione, with Bellissimo also managing the strategy and editorial plan for the project. The storytelling avoids rhetoric, acknowledging the hard work behind agriculture while carefully —thanks to constructive collaboration with the clients— connecting the efforts of individual realities to broader themes: environmental protection and biodiversity, food quality and regional promotion, social development, and the life of local communities.
To extend its reach, the project engaged a group of content creators — an approach not previously explored by the Directorate. The selection included Bosco di Ogigia (agriculture experts), Monica Pianosi (founder of the Le Strade community), and Federico Ravassard (outdoor lifestyle), a combination carefully chosen to bring together different skills and tones of voice.
Bellissimo engages the creators’ unit by organizing three dedicated tours. The group revisits the organizations featured in the video interviews: this time, they interact directly with the creators through tastings and hands-on activities. The content produced enriches the project not just in quantity, but in quality as well: a reel with tips on growing blueberries, Stories highlighting the ideas of a young entrepreneur in the Langhe, and portraits of farmers and livestock breeders. From the heart of Piedmont emerges a vibrant, diverse, and proud collective landscape.
Un paesaggio di storie
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