The bubbles of Asolo, with a national communication campaign, are alongside the review “Canova and pain.
La stele Mellerio ”, running until 5 November in Possagno (Treviso), in the heart of the production area.
Asolo Prosecco pays homage to the genius of Antonio Canova with a national communication campaign on the bicentenary of the death of the sculptor, the greatest exponent of Italian neoclassicism. The artist was born in Possagno (Treviso), in the heart of the Asolo Prosecco production area, and in the splendid Antonio Canova Gypsotheca Museum, set up in his birthplace, the exhibition “Canova and pain . The Mellerio stele ”. Among the partners of the exhibition, the Asolo Prosecco Consortium, committed to underlining the strong link between the denomination and the artistic and natural beauties of its territory. Precisely for this reason, all the images of the countryside, which portray the splendid sculptures kept inside the Museum, are accompanied by the payoff “Wine is culture”, already used by the Asolo Prosecco Consortium to promote the town of Asolo last winter. , one of the most beautiful villages in Italy.
“Possagno, Asolo and all the other localities of our denomination – explains Ugo Zamperoni, president of the Asolo Prosecco Consortium – represent a cultural heritage to be carefully guarded, extraordinary places where art, history, architecture, woods and vineyards are a counterpoint to the slopes of the heroic hills from which Asolo Prosecco is born. Here, the vineyard occupies only 6% of the territory, the olive trees dot the territory and woods and forests still cover 29% of the municipal areas. We are proud of our biodiversity, just as we are of the history and art of our places, which we invite you to visit, perhaps to toast with a glass of Asolo Prosecco to the genius of Antonio Canova “.
The communication campaign will involve national newspapers and local newspapers of the most important Italian cities, as well as some prestigious magazines and consortium social profiles. The shots were made by the photographer Filippo Guerra, the graphics are the work of the Veronese studio Paffi.
The exhibition “Canova and pain. The Mellerio stele “, from an idea by Vittorio Sgarbi, president of the Canova Foundation in Possagno, is curated by Francesco Leone and Stefano Grandesso under the artistic direction of Contemplazioni. The exhibition finds its apex in the recomposition, for the first time since their dismemberment, of the two Mellerio monuments, commissioned by Count Giacomo Mellerio in memory of his uncle Giovanni Battista and his wife Elisabetta Castelbarco, after visiting Canova’s Roman studio.