{"id":5302,"date":"2026-10-20T10:40:12","date_gmt":"2026-10-20T08:40:12","guid":{"rendered":"https:\/\/www.melismelis.it\/news\/song-dong-soul-out-mao-torino-melismelis\/"},"modified":"2026-10-20T10:42:28","modified_gmt":"2026-10-20T08:42:28","slug":"song-dong-soul-out-mao-turin-melismelis","status":"publish","type":"post","link":"https:\/\/www.melismelis.it\/en\/news\/song-dong-soul-out-mao-turin-melismelis\/","title":{"rendered":"Melismelis returns to the MAO in Turin with the campaign for \u201cSong Dong. Soul Out\u201d"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The collaboration between Melismelis and the MAO Museum of Oriental Art in Turin continues. Following the project dedicated to <a href=\"https:\/\/www.melismelis.it\/en\/projects\/a-thread-connecting-art-and-communication\/\"><em>Chiharu Shiota: The Soul Trembles<\/em><\/a> and the institutional campaign <a href=\"https:\/\/www.melismelis.it\/en\/news\/mao-melismelis-first-brand-campaign\/\"><em>MAO visto prima<\/em><\/a>, the agency is once again working with the museum on <em>Song Dong. Soul Out<\/em>, on view from 23 October 2026 to 27 June 2027.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the heart of the new project is a simple idea: to subtract rather than add. To convey Song Dong\u2019s universe, Melismelis drew on some of the key themes of the Chinese artist\u2019s poetics \u2013 absence, memory, impermanence and transience \u2013 translating them into an immediate visual language. This gave rise to \u201cSubtraction\u201d, the creative concept selected for the campaign. In a self-portrait of Song Dong, his face is removed and replaced by the title <em>Soul Out<\/em>: a minimal graphic intervention that makes absence the defining element of the image and brings to the foreground what remains \u2013 the inner imprint, silence and the emotional trace.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the project, Melismelis developed the concept and visual identity of the campaign, adapting them across the different channels included in the media plan scheduled by Fondazione Torino Musei. The activities, which began in spring 2026, include a national print campaign in <em>La Stampa<\/em>, large-format outdoor advertising in Turin and Milan, social and digital campaigns on Meta and through programmatic advertising, as well as collaborations with local organisations and venues including Feltrinelli, La Rinascente, GTT \u2013 Gruppo Torinese Trasporti, Circuito Edicole Torino, Combo, Pastis and OGR.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The collaboration between Melismelis and the MAO Museum of Oriental Art in Turin continues. Following the project dedicated to Chiharu Shiota: The Soul Trembles and the institutional campaign MAO visto prima, the agency is once again working with the museum on Song Dong. Soul Out, on view from 23 October 2026 to 27 June 2027. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-5302","post","type-post","status-publish","format-standard","hentry","category-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Song Dong. Soul Out at MAO: Melismelis&#039; Campaign<\/title>\n<meta name=\"description\" content=\"Melismelis creates the campaign for \u201cSong Dong. Soul Out\u201d at MAO Turin. The creative concept \u201cSubtraction\u201d explores absence, memory and impermanence.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.melismelis.it\/en\/news\/song-dong-soul-out-mao-turin-melismelis\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Song Dong. Soul Out at MAO: Melismelis&#039; Campaign\" \/>\n<meta property=\"og:description\" content=\"Melismelis creates the campaign for \u201cSong Dong. Soul Out\u201d at MAO Turin. The creative concept \u201cSubtraction\u201d explores absence, memory and impermanence.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.melismelis.it\/en\/news\/song-dong-soul-out-mao-turin-melismelis\/\" \/>\n<meta property=\"og:site_name\" content=\"Melismelis\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-20T08:40:12+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-20T08:42:28+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/song-dong-soul-out-mao-turin-melismelis\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/song-dong-soul-out-mao-turin-melismelis\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#\\\/schema\\\/person\\\/a79a467e48a09a02012582a6815595ab\"},\"headline\":\"Melismelis returns to the MAO in Turin with the campaign for \u201cSong Dong. 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