The ‘true soul’ of Sicily recognized internationally

The Cusumano campaign “The Real Soul of Sicily”, enters Lürzer’s Archive, international recognition for high quality creativity

Palermo, October 2025 – A campaign that focuses on the expression of the values of the most authentic Sicily, the one made of conviviality, beauty and uniqueness. This is where “The Real Soul of Sicily” was born, the campaign created by the GB22 agency for Cusumano, one of the most appreciated wine producers nationally and internationally, selected among the most effective of the year by the international magazine Lürzer’s Archive, a reference point for creativity worldwide. Lürzer’s Archive has rewarded Cusumano’s ability to go beyond the traditional communication of wine, having the ability to reveal through a few black and white shots, the soul of a territory: an aesthetic experience that tells of a genuine, healthy Sicily, a land of beauty and contrasts.

 “This recognition honors us and repays us for a commitment that translates daily into the care of our vineyards, but which exudes love for our land which, although very popular with visitors and tourists, is still to be revealed in its depth. In a soul, a spirit, that of Sicily and the Sicilians that, believe me – promises Diego Cusumano , winemaker and owner of the company together with his brother Alberto – once discovered and savored will make you fall in love with this land, its people and its products“.

“Cusumano wines – explains Vicky Gitto of GB22, creative director of the campaign – have the flavor of the territory in which they are born. They have the elegance of the mountains and the strength of the Mediterranean. And the Cusumano company has Sicily in its blood and heart and that ‘soul’ that we have tried to represent through our work“.

The campaign focuses on the expression of the values of the most authentic Sicily, the one made of conviviality, beauty and uniqueness. Each subject tells something that can be found anywhere, but which in Sicily takes on an unrepeatable form: a landscape, an emotion, a symbol.

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Lürzer’s Archive is an international magazine and online archive of high-quality advertising and creative campaigns from around the world, founded in 1984 by copywriter Walter Lürzer. Published every two months, the magazine and its digital platform showcase the best works in art direction, illustration, photography and other creative fields, serving as a source of inspiration for professionals and students in the field of advertising and design.

Cusumano, founded by Alberto and Diego Cusumano in 2001 in Partinico where it is based, it produces elegant and identifying wines in five estates: Ficuzza in Piana degli Albanesi in the province of Palermo, San Giacomo in Butera (Caltanissetta), Presti e Pegni on the hills of Monreale, Monte Pietroso in Monreale, San Carlo in Partinico (Palermo). In 2013 the Cusumano family created Alta Mora enclosing under a single new brand the districts of Guardiola, Pietramarina, Verzella, Feudo di Mezzo and Solicchiata on Etna. www.cusumano.it

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