Following the campaign for the exhibition Chiharu Shiota: The Soul Trembles, winner of the Touchpoint Awards Engagement 2026 in the "Integrated On/Offline Communication" category, MAO – Museum of Oriental Art in Turin has renewed its collaboration with Melismelis, appointing the agency to develop a project that marks a significant shift in the museum's communication strategy. For the first time, the campaign is not designed to promote a temporary exhibition, but instead positions MAO itself as a cultural destination to experience all year round.
The creative concept, "MAO seen before", overturns the traditional language of museum communication. Rather than focusing on artworks or collections, the campaign puts visitors' emotions at its core. Its messages take the form of thoughts and impressions imagined as notes written after leaving the museum, capturing the cultural experience in an engaging and contemporary way.
The new campaign accompanies the museum during the transition between the Chiharu Shiota exhibition and the upcoming “Song Dong. Soul Out” exhibition, further strengthening the trusted partnership between Melismelis, MAO and Fondazione Torino Musei. This collaboration began in 2025 with an integrated strategy combining creativity, media planning, out-of-home advertising and influencer marketing, and has now evolved into a branding project focused on reinforcing the museum's identity.