An infinite source of great stories and a vehicle of fundamental collective values, such as competition, discipline, sharing: sport is one of the most powerful symbolic areas of daily life, and a unique training ground for the contemporary communication

A new way to build relationships, rather than new tools to communicate them. The challenge set by Expo 2015 is open and it finds in Europe an eligible playing field for a change which starts (also) from a new idea of marketing. Labelled Kotler

Believing without trusting: the advertising culture was long based on this assumption. But today, the syntax of this phrase can be reversed. This is due to a new pact of trust, co-authored by citizens and institutions in the name of a common ideal of sharing. Sharing of stories, values, common bonds

Back to reflect upon the immutable values of living together and the basic rules of the common language. Beyond generations, centuries, millennia. The new communication challenge is to return to the universal, to defend a diversity that could finally be "real"