Behind Naples ads, the preservation of its history
If you are in Naples and you stumble across a huge Original Marines billboard wrapping the facade of a monument, chances are that Giuliano Annigliato is behind the creative idea: “These ads pay for the restoration of historic buildings”.
Obelisks, fountains and monuments attract the attention of companies and businesses, including Original Marines, Burger Italy, Lui-Jo, Enrico Coveri underwear. These companies have a temporary "advertising window" in Naples, while the monuments will be restored at no cost to the city.
With the rich history of Naples, once Kingdom of the two Sicilies and the wealthiest centre in Italy, there is a lot of restoration work to do. Nevertheless, at the height of Italy’s pandemic in March and April, Annigliato had hardly any business. Even the money he had set aside for emergencies would not have been enough to pay his 36 employees for long. Annigliato had to make use of a temporary furlough scheme for some of them.
At the end of April, when the weight of the world seemed to be crashing on Annigliato, he got the much-needed liquidity from the European Investment Bank through CDP and Monte dei Paschi di Siena. With this buffer, he was able to happily accept a big online order from Rossignol, the iconic French brand. “It was a godsend, a beautiful thing,” says Annigliato, his voice warm and enthusiastic, but also displaying the relief of a man who had been on the edge.