In celebration of World Pasta Day on October 25, BMW Group Italia officially introduced “Cambiamo Prospettiva”, a narrative platform stemming from SpecialMente, the company's corporate citizenship program active for over thirteen years across social inclusion and educational sectors.
The inaugural chapter of this series shines a light on Il Tortellante, a therapeutic and educational laboratory based in Modena. The visual content was crafted through the creative strategy of M+C Saatchi Group Europe and produced by Utopia, starring renowned actor Pierfrancesco Favino as the Brand Voice of BMW Italia, alongside a brief cameo appearance by acclaimed chef Massimo Bottura.
Now available across the official YouTube and Instagram channels of BMW Group Italia, the video marks the beginning of a documentary series dedicated to sharing the stories and organizations supported by SpecialMente in fields spanning inclusion, education, culture, sports, and responsible leadership.
The core philosophy of SpecialMente, deeply inspired by Alex Zanardi, rejects the notion of inclusion as mere assimilation into an existing system. Sergio Solero, President and CEO of BMW Italia, emphasized that the initiative aims to shift perspectives and build a society tailored to everyone's needs rather than simple adaptation.
In the opening episode, Pierfrancesco Favino steps into the Modena laboratory with an eagerness to learn. Through the metaphor of crafting traditional tortellini, the narrative illustrates that true inclusion is not about assistance, but about generating genuine value, autonomy, and opportunities for the entire community.
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