Years ago, Carol Dronsfield and I had the privilege of creating global advertising for S.Pellegrino. Sifting through research, we learned that Italy was the envy of the world -- not just for its food, wine or ravishing fashion, but for the joy Italians take in simply living. 

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Working late one night, I found the following line flowing from my fingers: Whatever language you speak, live in Italian.  

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The “Live in Italian” campaign lived on for 17 years, around the world.