Description
Fifty years after the release of “Roma (non si discute, si ama)” by Antonello Venditti, AS Roma celebrates the anthem that has stirred fans’ hearts for half a century with “Core de ’sta città”, the new season ticket campaign for the 2025/26 season. The creative concept was developed by We Are Social, continuing its partnership with the Club.
At the heart of the campaign is the idea of the chant as an invisible thread that connects all Roma supporters, from the city streets to the Stadio Olimpico, where emotion becomes a collective voice. It’s not just a tribute to the anthem – which, when sung in the stands, becomes a spectacle within a spectacle – but a celebration of those who live and breathe Roma as an identity, a faith, a way of life.
Sound plays a key role in the narrative: the track is built around the original song by Antonello Venditti, enriched with live audio recordings of the actors and ambient soundscapes, creating an immersive and authentic experience. Sound design is by Hoodooh.
Completing the campaign is a series of portraits by photographer Brian Laluna, one of the most interesting voices in the new wave of football photography. His images visually express the spirit of the film, capturing everyday moments of Romanista life where love for the team is shown with pride and spontaneity.
“The creative idea stems from a deeply rooted element of identity for the Club and its supporters, turning it into a collective narrative that connects people in an authentic way. This project embodies our creative vision: drawing from real life to create meaningful content that resonates with people, using a contemporary language.”
— Mattia Lacchini, Creative Director, We Are Social
Core de ’sta città is live across all Club channels – DOOH, digital, social, and traditional media – with the aim of strengthening the deep bond between AS Roma and its fans. It’s an invitation to experience the season, once again, as protagonists.
This professional campaign titled 'HEART OF THIS CITY' was published in Italy in June, 2025. It was created for the brand: AS Roma, by ad agency: We Are Social. This Film medium campaign is related to the Sports industry and contains 1 media asset. It was submitted 5 months ago.
