Some people think that all an orchestra conductor does is coordinate the instruments. But they are wrong. He also has the key task of giving impetus to the orchestra through every single gesture and expression he makes, harnessing the energy of the musical performance.

“Sound is not music, but it can become music. I stir the desire to connect that is in all of us”, the great conductor Sergiu Celibidache used to say.
This is the role of Open Fiber: not just to connect and harmonise all of society’s stakeholders on the same new high-speed network, the 1 Gigabit per second fully FTTH optical fiber network, but also to give new impetus to passions, innovations, opportunities and development, revitalising the entire social and economic fabric to bring Italy up to speed with the new challenges of the digital era.

The main image of the advertising campaign is a conductor who, embodying the role of the company, seems to trace a magenta OPEN RING in the air, not only forming the first letter of the brand name but also a symbol that indicates speed in the digital world.

Thanks to a huge infrastructure project – not just in terms of size and technology content but also because it improves the lives of everyone – the entire country can step into the future. A future which, as the payoff goes, has a new name: that of Open Fiber.

The other characters in the campaign, whose elegant black and white photos all feature the magenta Open Ring, are portrayed in various other environments – from work to school, from healthcare and research to entertainment and culture – which can enjoy the benefits of the new Open Fiber network.