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SAN PELLEGRINO
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.
Working late one night, I found the following line flowing from my fingers: Whatever language you speak, live in Italian.
The “Live in Italian” campaign lived on for 17 years, around the world.
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