Media

Mondadori Frame is born: the production agency of Mondadori Media that meets the new needs of clients in the world of visual communication.

With the experience gained over the last decade by the professionals at Mondadori Portfolio, the photographic agency of the Mondadori Group from which it originates, Mondadori Frame now presents itself in the creative landscape with customised projects ranging from photo and video production to advertising campaigns, food styling to fashion & beauty projects, architecture & interiors, special events to documentaries & lifestyle.

Mondadori Frame is not just a simple production agency, but a laboratory of ideas capable of transforming every frame into a vibrant and engaging story, thanks to an “unconventional” visual language that is contemporary and never repetitive, guaranteed by the many excellent professionals who are part of the team.

The mission is to respond to the most particular and sophisticated communication needs, offering tailored solutions for brands, companies, and professionals, with special content that goes beyond simple images and videos, thanks to innovative productions in style and creativity that are versatile, original, and competitive.

Mondadori Frame is online at https://mondadoriframe.com/ with a comprehensive overview of the activities and professionals involved, including directors, photographers, stylists, and home economists, ready to meet every type of creative and technical need with valuable projects in a constantly evolving market.

Photo credits: Andreas Achmann

A Festival of big numbers for TV Sorrisi e Canzoni, the brand that is a point of reference for the world of entertainment, which, thanks to the initiatives devised during Sanremo week, has achieved extraordinary results on all channels.

THE SUCCESS OF CASA SORRISI
The new Casa Sorrisi, an imposing two-story glass box inside the garden of the prestigious Hotel Miramare The Palace, made a strong impact. It hosted the brand’s editorial staff, directed by Aldo Vitali, and welcomed the Festival’s competitors with a whole host of interviews.
Casa Sorrisi was also the set of three new successful television productions: from Real Time with Il Podcast di Sorrisi a Sanremo to Food Network with the format In cucina a Sanremo con Ruben with Chef Ruben Bondì, on air from Sunday 23 February at 3 pm. The location will be the protagonist of a special episode, coming soon on Home & Garden TV.
The glass box was also appreciated by the Sanremo audience: thanks to its elevated architecture, transparency and proximity to the pedestrian street, passers-by were able to watch the arrival of all the guests from the outside and follow the Sorrisi programme live through external monitors.

BIG EVENTS WITH SORRISI
Casa Sorrisi was also the hub of successful events during the Sanremo week, starting with the Opening Party on 9 February: an unforgettable evening with over 350 guests and attendees of the likes of Carlo Conti, competing singers, presenters of the Prima and DopoFestival and many personalities from the world of entertainment, inaugurated with a ribbon cutting by the artistic director and host of the Festival together with the two co-hosts of the first evening, Gerry Scotti and Antonella Clerici.
Casa Sorrisi also hosted the press presentation of Vertical Music on Wednesday 12 February, the vertical format music contest, of which Sorrisi is the promoter for the first time and which will give many amateur artists the opportunity to send their unreleased songs in vertical clips to be then evaluated by an exceptional jury.

A PODCAST THAT HAS CONQUERED EVERYONE
Hosted by Aldo Vitali, together with Lodovica Comello and Tommaso Cassissa, and broadcast from Tuesday 11 to Saturday 15 February on Real Time (and now available in video streaming on discovery+, on the TV Sorrisi e Canzoni YouTube channel and all main audio streaming platforms), the Sorrisi a Sanremo podcast was a huge success. The programme welcomed competing singers, including the winner Olly, Bresh, Clara, Marcella Bella, Rocco Hunt, Rose Villain and Tony Effe, as well as numerous guests and the hosts of PrimaFestival Gabriele Corsi and Bianca Guaccero, for exclusive interviews and to tell the behind-the-scenes of the Festival, reaching almost 900,000 net viewers, with a high concentration of a younger female audience (women aged 15-34), among whom the programme obtained a share above 2%.

BOOM IN VIEWS ON SOCIAL MEDIA
The Sorrisi Instagram channel, with the publication of a lot of exclusive content, from the shooting of the iconic singers’ cover, to daily contributions from Casa Sorrisi, such as the traditional Caffè con il Direttore, video interviews with all singers in the competition, the social formats and the famous shot on the night of Saturday 15 February of the 3 artists on the podium, has led to a real boom in views: 30.6 million video views (+121% compared to 2024), added to which are the results of the new TikTok channel, started in January 2025, which managed to produce a further 18 million video views for a total of almost 50 million views between Instagram and TikTok.
Like every edition of the Festival, the website www.sorrisi.com was an indispensable guide for following the television event, thanks to the exclusive lyrics of the songs, the line-ups for each evening, and news directly from the press room, recording 27.2 million page views in the period from 9 to 16 February (+15% compared to 2024).
The Fantasanremo league of Tv Sorrisi e Canzoni was also a great success, with over 136,000 teams registered, more than doubling last year’s result.

PARTNERS
This year, numerous partners involved by Piemme, the exclusive concessionaire of TV Sorrisi e Canzoni and the Mondadori Media brands, have decided to support Sorrisi with tailor-made activities and projects, which were organised in its headquarters during the week.

Caffè Motta gave editorial staff and its guests moments of relaxation for the entire duration of the Festival; KIKO Milano created a beauty corner inside Casa Sorrisi, with two make-up stations to create exclusive looks and present the Dreamphoria spring collection as a world preview. Compagnia della Bellezza, in collaboration with L’Oréal Professionnel, was instead the Official Hair Partner of TV Sorrisi e Canzoni with a dedicated space inside Casa Sorrisi to assist artists and talents who were guests of the event. Dacia Italia, as the official car of TV Sorrisi e Canzoni at the festival, was at Sanremo with two Dacia Spring models, at Casa Sorrisi and on the move through the streets of Sanremo. Fabuloso gave an incredible explosion of fragrance to Sanremo with a branded glass box near the casino enriched by music, karaoke and many surprises that entertained over 400 people every day; for the entire duration of the Festival on the social channels of TV Sorrisi e Canzoni, SisalTipster presented curiosities, statistics and analyses conducted by its experts on the event and its protagonists. Calligaris, Luceplan, Perdormire, SLIDE, Valentini, Twils and Qeeboo, provided furnishings including sofas, armchairs, chairs, tables and designer lights for Villa Emma and for the exclusive areas of the glass box; finally SLIDE, in addition to having supplied the iconic Amore bench, also provided a luminous modular structure Puzzle.

ActionAid, with whom Sorrisi has started a collaboration in support and awareness on the issues of the fight against poverty since November 2024, has set up two important initiatives during Sanremo week. Thanks to the support of the Mondadori Media brand, the NGO auctioned off many personal items of the competing singers on CharityStars, including Achille Lauro’s gold record, framed and signed, Massimo Ranieri’s autographed tie, Francesca Michielin’s top, a framed drawing by Simone Cristicchi and much more. At Casa Sorrisi the artists also signed and autographed the Puzzle design modules designed and supplied by SLIDE, who are also the protagonists of the auction currently online on the CharityStars website.

TV Sorrisi e Canzoni received event support from production company Left&Right, which has worked with the brand for years to help organise Sanremo week.

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was held today during MILANO FASHION WEEK. The first fashion show to combine fashion and inclusion, this event is dedicated to enhancing and celebrating all of women’s unique features.

The initiative was developed by Benedetta De Luca — Gender & Inclusion Editor at The Wom, disability advocate and spokesperson for issues relating to inclusion — and was promoted and produced by The Wom, the digital magazine of reference for the younger generations, with the support of the City of Milan and the Camera Nazionale della Moda Italiana.

‘On behalf of the City of Milan,’ said the Councillor for Labour Policies and Economic Development, Alessia Cappello, ‘we are proud to support a project like this, which combines fashion and inclusion, conveying an important message for the fashion world and for the younger generations, i.e. that beauty and elegance have no boundaries, perimeters, or barriers of any kind.’

‘We are happy to support initiatives of this sort during the Milan Fashion Week. For years we have conducted numerous projects and events aimed at making the fashion industry more inclusive,’ said Carlo Capasa, President of the Camera Nazionale della Moda Italiana. ‘It is one of the pillars of the Camera Nazionale della Moda Italiana, which drafted its D&I Manifesto with guidelines for the sector in 2019. I thank The Wom and Benedetta De Luca for their passion and vision, which are an important example and a valuable stimulus for us all,’ President Capasa concluded, opening the event.

‘This event aims to be a step towards a future where no one should ever feel invisible, because we all deserve to shine and exist fully, without ever feeling out of place,’ said Benedetta De Luca, Gender & Inclusion Editor of The Wom. ‘It is essential that each of us can express ourselves authentically. Each of us has the right to feel seen, recognised, and valued, unconditionally and without having to fit into predefined patterns. I would like to thank the City of Milan and the Camera Nazionale della Moda Italiana for believing in a project that is capable of conveying and spreading a message of inclusion and sensitivity, issues that are very dear to us and which I also experience personally,’ Benedetta De Luca concluded.

Fashion that lights up every unique feature

The collection by Benedetta De Luca showcased not only dresses, but also stories.
Each fabric was chosen to enhance movement and fluidity. Each cut is designed to fit the body, not the other way around. Silk intertwines with bold textures, and details and precious fabrics play with light, enhancing each movement and turning it into a statement of authentic beauty.
This collection is a manifesto of boundless elegance, unmeasurable sensuality, and pride that does not ask for permission to exist. It is proof that fashion can be inclusive without sacrificing sophistication, that every person has the right to shine and be represented, that elegance consists of character, presence and identity, regardless of one’s body, age, cultural and religious background or disability. Change is here. Fashion welcomes, celebrates, illuminates. In the collection designed by Benedetta De Luca, every person has the right to shine.

A talk to promote uniqueness

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ ended with a talk entitled ‘Fashion that Lights Up Every Unique Feature.’ The talk focused on how inclusive fashion is changing the collective imagination and stimulating greater self-acceptance. It also addressed the way in which inclusive fashion can profoundly influence social perceptions and break down barriers, starting with architectural ones.
Speakers included: Alessia Cappello, Councillor for Labour Policies and Economic Development for the City of Milan; Francesca Bonetti, Assistant Professor HEC Montreal focusing on innovation culture and markets; Giulio Marrucci, Marketing & Trade Marketing Lead with Unilever Personal Care; Benedetta De Luca, Gender & Inclusion Editor of The Wom and disability advocate; Daniela Cerrato, Marketing Director with Mondadori Media. Moderator: Valentina Lonati, Culture Editor of The Wom.

15 unconventional models on the runway

The stars of ‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ included 15 unconventional models, who brought an emotional story to the runway wearing creations by Benedetta De Luca, an expert in inclusive fashion.

The event focused on women from all over Italy with different backgrounds and features, supporters of respect for all cultures and religions — in short, champions of the authentic expression of their own identity beyond any stereotypes. This mosaic of stories helps to redefine the concept of beauty representation, from real life to the runway to the media, because inclusion consists of multiple shades.

Each of the 15 exceptional models represents a story and an identity that deserves to be told:

• Giulia D’Aloia, a content creator and student from Varese, recounts the world of women through videos that highlight the women of today and yesterday, remembering figures who have made history;
• Elisabetta Rossi, a charismatic and exuberant model from Vicenza, was born with a hearing impairment. She expresses her personality with charisma and naturalness, showing that communication goes beyond words;
• Anna Fusco, a singer, actress, artist, coach and model from Rome, brings a blend of art and innovation to the stage, proudly wearing a robotic arm that naturally becomes part of her unique expression;
• Valeria Scommegna, a young woman who has achieved her dream of becoming a teacher, is originally from Puglia but lives away from home, trying to convey the value of inclusion to her students;
• Gaya Cuppone, a content creator and model, works in the fashion industry, conducting a dialogue about invisible illnesses with style and awareness;
• Margherita Tercon, from Rimini, is co-creator with her brother and partner of an artistic project consisting of sketches, performances and videos that tells about autism;
• Anna Maisetti, 37, is a content creator and body positive model who has created the largest international community on lymphedema. She uses style and irony to combine information and fashion, promoting awareness and self-acceptance;
• Giulia Ludovica Scarpato, a graduate in philosophy and communication, is from Naples and loves to discover the world. As she always says: ‘My wheelchair is not a limitation, but the means that allows me to engage in my passions and travel’;
• Christine Puglisi, one of the most influential voices in body positivity activism and fighting all forms of bullying and discrimination. Her motto? #Lamodaèpertutti (#Fashionisforeveryone);
• Jessica Senesi, a content creator, actress and activist both online and offline, proudly and authentically shares her journey of self-determination and transition;
• Aida Diouf Mbengue, whose background combines Senegal and Italy, is a content creator and activist who celebrates inclusion and the beauty of cultural diversity;
• Rita Rinaldi, a student from Puglia in her third year of Movement Science at the University of Ferrara, is passionate about sports and movement as tools of expression and personal strength;
• Lucia Della Ratta, an economist and albino model, embodies an ethereal charm and radiant beauty, a symbol of grace and elegance;
• Vincenza Di Noia, a fashion design student from Puglia, has a strong passion for fashion, with a special focus on adaptive fashion. Due to her disability, she experiences this need first hand;
• Benedetta De Luca, originator of the event as well as creator of the garments in the collection.

Trame di autenticità

The final piece in Benedetta De Luca’s collection was originally a white swath of fabric, a symbol of inclusion and authentic beauty that ultimately takes shape, ‘colour’ and meaning through collective participation. This garment tells the story of every person, through contributions from the models and everyone wishing to participate through The Wom’s social profiles. Each element included in the garment represents a story, a nuance, a message — a way of collectively building a shared narrative of inclusion and uniqueness.
Elisabetta Rossi wore this latest symbolic creation. This white dress, called ‘Trame di autenticità’, was made in collaboration with Dove, the exclusive partner of the event, which has been committed to celebrating and supporting authentic beauty in all its forms for more than 20 years.

Live and on social media

“The WOMderful Inclusive Fashion Show by Benedetta De Luca”, after the live coverage, will also be available on www.thewom.it.
Live coverage included stories and reels with videos on @thewom and @benedetta_deluca’s Instagram profiles, interviews with the models, and behind-the-scenes footage of the event.

The Wom’s commitment continues

The fashion show is part of a broader ongoing project. Since its inception, The Wom — which is celebrating its 3^rd anniversary — has actively promoted the values of authenticity and acceptance. This also comes through constant listening and interaction with a continuously growing community (currently numbering 10 million followers) that views The Wom as a place for authentic representation and discussion. The Wom will continue to create a space where it is possible to ask questions, receive information and feel heard while offering stimuli, support, and opportunities for collective growth on a daily basis.

‘The WOMderful Inclusive Fashion Show by Benedetta De Luca’ was created in collaboration with Power Talent Agency, which exclusively manages young talent with a particular focus on lifestyle, beauty, wellness and fitness.

The initiative also benefits from a collaboration with two excellent technical partners who made the looks even more womderful: Astra Make-Up did the make-up for the models walking the runway, while Wella Professional was in charge of hair styling.

Benedetta De Luca
Benedetta De Luca, disability advocate and Gender & Inclusion Editor of The Wom, promotes an idea of authentic and inclusive beauty through her social channels (nearly 150,000 followers on Instagram and more than 470,000 on TikTok). She earned an Executive Master’s in Disability Management from the University of Cassino and is the author of ‘Life as a Little Mermaid’ (Sperling&Kupfer).

The Wom
The Wom is a social magazine dedicated to the younger generation of women. It recounts real stories promoting self-acceptance and reaches more than 10 million unique users every month (Social Incremental Reach Comscore). It is a reference for the younger generations on Instagram. With a total fanbase of 10 million followers, the community encourages dialogue with a respectful tone of voice (source: Social Insights January 2025).

Power Talent Agency
Power Talent Agency is a talent agency by Mondadori Media that exclusively manages a roster of 26 creators, with a total audience of nearly 20 million followers. The agency stands out for its ability to develop innovative and unconventional communication initiatives, both online and offline, focusing on the strength and uniqueness of each creator by connecting sponsor brands with the target audience, creating valuable projects.

Webboh, il media di riferimento delle new generation, è volato per il terzo anno consecutivo al Festival di Sanremo, dove ha fatto vivere alla sua community un’esperienza unica e in prima linea della kermesse. Novità di questa edizione, il “Webboh Van Studios”, un progetto on the road in collaborazione con Astra Make-Up, beauty brand Italiano con 35 anni di expertise, che ha unito musica, bellezza e divertimento live.

IL WEBBOH VAN STUDIOS HA TINTO DI ROSA SANREMO
Per tutta la settimana le strade della cittadina ligure si sono colorate di rosa grazie a un Van completamente personalizzato che fin dal primo giorno ha catturato l’attenzione di migliaia di persone. A bordo del “Webboh Van Studios” sono saliti cantanti e personaggi del calibro di: The Kolors, Clara, Sarah Toscano, Serena Brancale, Sal Da Vinci, Alessandro Cattelan, Mariasole Pollio e il vincitore delle “Nuove Proposte”, Settembre.

Sul Van, anche i creator più amati dalla community che hanno animato i profili social di Webboh con contenuti originali, giochi e tante interviste ai protagonisti della 75ª edizione del Festival. Un nome su tutti: Lisa Luchetta, creator vincitrice della categoria “Teen idol” ai Webboh Awards 2024, che ha condotto la rubrica Red Flag o Green Flag?. E poi giochi, challenge, consigli beauty che hanno fatto vivere momenti esclusivi alla community del brand.

NUMERI DA RECORD SUI SOCIAL
I profili social di Webboh hanno realizzato a oggi 33 milioni di reach, 23 milioni di video views e oltre 6 milioni di interazioni complessive.
Il sito Webboh.it, grazie alla pubblicazione continua di news, curiosità e retroscena, ha totalizzato 4 milioni di pagine viste, più del doppio rispetto all’edizione 2024.
La copertura digital ha potuto contare su oltre 180 contenuti su Instagram e TikTok, YouTube, Snapchat, web, tra post, news sul sito e video esclusivi.

GIOCHI, MUSICA E ATTIVITÀ BRANDED
Ai cantanti in gara, saliti a bordo del Webboh Van Studios, è stata donata un’edizione straordinaria (e personalizzata) di Webboh in versione stampata. Graditissimo anche il manifesting kit, ideato da Webboh per augurare buona fortuna agli artisti: all’interno, oltre al palosanto e a una frase “mantra” personalizzata per ciascun artista, anche le ultime novità targate Astra Make-Up.

Grande successo anche per il racconto live e sui social delle serate del Festival con la rubrica What’s up in Sanremo: protagonisti gli amatissimi volti di Webboh, Arianna Madonna e Claudia Mariani, che hanno aggiornato il pubblico da casa su quanto avveniva dentro e fuori dal Teatro Ariston. Con loro a bordo del van, Daniele Batella, Senior Global Make-Up Artist & Art Director Astra Make-Up, che ha accolto i più fortunati tra il pubblico per un tocco di glow e un veloce make-up retouch.
Il giorno di San Valentino è stato reso ancor più speciale grazie all’Astra Secrets: format divertente che ha permesso ai partecipanti di ricevere un prodotto esclusivo firmato Astra Make-Up. Inoltre, per tutta la settimana, due hostess hanno presidiato la cittadina accompagnate da un gigantesco pallone di Astra Make-Up & Webboh, consegnando gift come prodotti make-up e skincare.

LA SURVEY DI WEBBOH LAB E LA CONTROCLASSIFICA
Come ogni anno, Webboh Lab, il primo osservatorio permanente sulla Gen Z nato dall’incontro di Webboh con l’istituto di ricerca Sylla, ha invitato la community a partecipare a una survey dedicata al Festival di Sanremo a cui hanno aderito, tramite i social, quasi 27mila giovani in meno di 48 ore.
Per i votanti della community di Webboh, già venerdì 14 febbraio, non c’erano dubbi:  il vincitore della 75a edizione del Festival della Canzone Italiana, è Olly, il giovane cantautore genovese che ha portato sul palco dell’Ariston la canzone “Balorda nostalgia” e che poi si è rivelato il vero vincitore del Festival.

Questa la top five per la community di Webboh:

1 Olly – “Balorda nostalgia”
2 Rose Villain – “Fuorilegge”
3 Irama – “Lentamente”
4 Giorgia – “La cura per me”
5 Gaia – “Chiamo io chiami tu”

Dalla survey di Webboh Lab è emerso anche che il 60% dei giovani partecipanti ha apprezzato molto il Festival e l’82% di loro ha seguito l’evento in tv. Inoltre,  il 60% ha dichiarato di preferire la conduzione di Amadeus che ha guidato le ultime  cinque edizioni del Festival (dal 2020 al 2024) rispetto a quella fatta quest’anno da Carlo Conti.

WEBBOH IN TV
Webboh è stato ospite della trasmissione di Rai 1 La volta buona, condotta da Caterina Balivo: Arianna Madonna e Claudia Mariani, in collegamento dalla città dei fiori, hanno annunciato in anteprima la classifica (parziale) dei cantanti in gara, quella che già vedeva Olly al primo posto nelle preferenze della community.

Il progetto “Webboh Van Studios” è stato realizzato in collaborazione con NemoHub di Simona De Melas e l’agenzia “Tutt’appost”. 

Webboh è il media di riferimento della GenZ. Nato ad aprile del 2019, da febbraio 2023 è parte di Mondadori Media. Conta attualmente una fanbase tra TikTok, Instagram, Youtube e Whatsapp di oltre 4,5 milioni di follower di cui il 70% under 24, un sito Web da 3 milioni di utenti unici mensili (fonte: Audiweb ultimo trimestre 2024). È nella top ten dei media italiani più influenti sui social, nonché il primo in target Generazione Z per engagement e video views (fonte: Classifica Top Media Italiani di Prima Comunicazione realizzata da Sensemakers). L’attualità, l’autenticità e l’interesse suscitato dai contenuti è garantito dal modello editoriale bottom up: la community è coinvolta in ogni parte del processo creativo.

Webboh Lab, nato dall’incontro di Webboh e l’istituto di ricerca Sylla, con direttore scientifico il professor Furio Camillo, è il primo Osservatorio Permanente sulla Gen Z. L’impegno da parte di Webboh Lab è quello di raccogliere la voce delle nuove generazioni, di indagare e di approfondire i temi trattati per portare sul tavolo di chi prende le decisioni per loro, gli adulti di domani.

AdKaora, the Mondadori Group’s digital company, has completed the process of incorporating Adgage, a Spanish agency operating in mobile advertising in Spain, Portugal and Latin America, which has been renamed AdKaora S.L..

The rebranding of Adgage – which has seen significant market growth in recent years – represents a strategic step for AdKaora, which to all intents and purposes has become an international digital agency offering full-funnel cross-country advertising solutions.

“The name change from Adgage to AdKaora is not just a matter of rebranding but a concrete expression of our strategic vision: to combine the expertise of over 80 professionals, the use of advanced technologies and a global advertising network of premium publishers to offer our customers innovative solutions. This step marks a crucial moment in our international growth path,” commented Davide Tran, MarTech Hub Director of Mondadori Media.

“Since its inception more than 11 years ago, Adgage has been a benchmark in mobile advertising in Spain. We are very proud of the path we have travelled and the contribution we have made to the growth of Mondadori Media. Our name change to AdKaora represents the creation of an international player in the digital advertising industry, an expansion to which our team wants to make a significant contribution,” remarks Gonzalo Guzmán, founding partner of Adgage and Co-CEO AdKaora Spain.

With the new structure, AdKaora’s international network of more than 600 premium publishers in Italy, Spain, Portugal, Germany and Latin America has been strengthened, ensuring ever broader coverage that is rapidly growing beyond Europe’s borders.

The company remains focused on the development of high-performance mobile advertising strategies for advertisers, as well as on the creation of innovative next-generation advertising formats, display and video, always ensuring the best user experience.

The goal is cross-cutting and multifaceted in all countries: to create value for brands and their communication projects, to ensure the best market KPIs through strategic use of data and artificial intelligence, to optimise campaign results and to maximise publishers’ advertising revenues.

AdKaora is therefore confirming its ambition to continue expanding internationally thanks to an approach that combines creativity, technology and measurable results.

A very successful Opening Party, one with which TV Sorrisi e Canzoni, the leading brand in the entertainment world, kicked off a week full of emotions, music and entertainment together with the protagonists of the Sanremo Festival.

To celebrate the start of the most awaited singing competition in Italy, a group of more than 350 guests who accepted Sorrisi‘s invitation, including artistic director and conductor Carlo Conti, competing singers, the presenters of Prima e DopoFestival and many personalities from the world of entertainment. An unforgettable event that took place on Sunday 9 February, dedicated to music and exciting moments of sharing.

MORE THAN 350 EXCEPTIONAL GUESTS

The Festival’s unmissable participants: Achille Lauro , Bresh, Brunori Sas, Clara, Coma_Cose, Francesco Gabbani, Francesca Michielin, Gaia, Giorgia, Joan Thiele, Lucio Corsi, Marcella Bella, Noemi, Olly, Rkomi, Rose Villain, Rocco Hunt, Sarah Toscano, Shablo with Joshua and Tormento, Serena Brancale, Simone Cristicchi, Tony Effe, The Kolors, Willie Peyote.

Alongside them are many personalities from the world of entertainment, TV and music, including: the hosts of Prima e DopoFestival Bianca Guaccero, Mariasole Pollio, Gabriele Corsi, Alessandro Cattelan; Lodovica Comello and Tommaso Cassissa who, from Tuesday to Saturday, will be behind the microphones of the “Sorrisi a Sanremo Podcast” together with the director of TV Sorrisi e Canzoni, Aldo Vitali.

There were many emotions during the Opening Party, which began with the ribbon cutting with which Aldo Vitali, together with Carlo Conti, Antonella Clerici and Gerry Scotti kicked off the evening and inaugurated Casa Sorrisi, which will host the editorial staff of the brand throughout the Sanremo week.

“It is a source of great satisfaction and pride for us at TV Sorrisi e Canzoni to be a point of reference not only for the public, but also for the many artists in the entertainment world who, every year, affectionately respond to our invitation and celebrate, with us, the music and energy that an extraordinary event like the Sanremo Festival brings with it,” said Aldo Vitali, director of TV Sorrisi e Canzoni.

Chi, the most-read gossip magazine in Italy dedicated to stories of the most beloved personalities, is moving this year to the heart of Sanremo to keep its audience – nearly 1.5 million readers and 1.1 million followers on social media – up to date on the most exciting moments and the most thrilling scoops of the 75^th edition of the Festival.

From 11 to 16 February, the magazine run by Massimo Borgnis will organise a varied daily schedule of content with journalists Azzurra Della Penna, Carmen Pugliese, Valerio Palmieri and beauty editor Alessandra Pappalardo. A schedule packed with stories related to the singing competition and enriched by interviews with competing artists and stars of the entertainment world – guests of the exclusive lounge of Casa Chi

A great new feature this year is Chi’s location in the special glass box of Monkey’s Radio, located in the Radio Village in front of the Sanremo Casino. Here, every day from Tuesday to Saturday, during the programme Chi c’è a Festival, hosts Alice De Bortoli and Alan Congiuri will interview journalists who will bring to the microphones of Monkey’s Radio facts, characters, style, and trends, but above all the secrets and scoops behind the scenes of the Italian Song Festival.

Among the many initiatives planned is the participation of partner SYM – the Italian branch of the Taiwanese multinational Sanyang Motor Co. Ltd, a leading company in the production of two and four-wheeled vehicles – who will accompany the exclusive scooter Gilberto Savini, social face and ambassador of the brand, in search of scoops and the coolest parties in the city of flowers among the city’s narrow streets.

Another appointment not to be missed is the Commenta Look column in collaboration with IUAD Academy, during which journalists from Chi will comment together with aspiring stylists on the looks of the artists and celebrities who will take to the stage at the Ariston.

Piemme, exclusive concessionaire of Chi for magazine and socials, has played a crucial role in the development of these two brand integration projects for the 2025 edition of the Italian Song Festival.

Chi, the most read weekly magazine in Italy, with an audience of 1.5 million readers and 1.1 million followers on Instagram and Facebook (Source: Audipress 2024/I and FB and IG Insights), tells the stories of the most loved and followed personalities by the public, ranging from the world of entertainment to politics, from sport to fashion and lifestyle. The care for the quality of photographic images, the constant search for news, and above all its exclusive and trusting relationship with celebrities are what make the magazine unique. Established right from the start through an absolutely original formula for Italy, Chi combines the stories of “natural protagonists” with spaces dedicated to fashion and beauty.

From Tuesday 11 to Saturday 15 February, Webboh, the benchmark media for the new generation, will be in Sanremo together with Astra Make-Up, the Italian beauty brand with 35 years of expertise that shares the values of inclusivity and “self love” with Webboh.

Webboh and Astra Make-Up will invade the streets of the Ligurian city aboard the “Webboh Van Studios“: a fully customised van that will provide exclusive moments for the brand’s community on the road.

“We are excited to return to Sanremo with a project that combines music, beauty, and creativity,” says Giulio Pasqui, Brand and Content Manager of Webboh. “The Webboh Van Studios, which is super Instagrammable, will be the meeting point for competing singers, creators, and the most beloved faces from the community who will enliven our social media profiles with content and interviews. This year we’re happy to have a solid partner like Astra Make-Up by our side, with whom we have an evident affinity for target, tone of voice, and values.”

Activities scheduled in the Webboh Van Studios

Not to be missed on Webboh’s social channels is Pick-Up Reaction, during which competing artists, hosted on the van, will share their immediate impressions right after their performance on stage. Another special initiative involves creating a personalised “gadget” for each competing singer, namely a special edition of Webboh in a printed version where the columns Facciamo Chiarezza and Red Flag o Green Flag will feature.
Furthermore, another idea for this year is to give the protagonists of the Festival the manifesting kit that will allow them to best manifest their wishes and dreams during the Sanremo week. The kit also includes a mantra, created in collaboration with Astra Make-Up, to wish all participants in the competition “good luck”.
The story on Webboh’s social media channels – TikTok, Instagram, YouTube – will accompany everything that happens inside and outside the Webboh Van Studios.
Again, What’s up in Sanremo, the story of the Festival evenings created by Arianna Madonna and Claudia Mariani, the beloved creators of Webboh, will be staged every day – live and on social media – while they prepare for the evening by creating beauty looks with the latest Astra Make-Up innovations.
On Valentine’s Day, Astra Secrets will take place, a format that mixes secrets and fun: participants will be able to share an unconfessable secret and, in return, receive an exclusive product from the mysterious Astra box. A unique experience that combines emotion, spontaneity, and a love for beauty.

We are happy to be in Sanremo, the week in which the faces of music take the stage of the most important venue in Italy. Like make-up, music is also an expression of oneself and offers everyone the opportunity to give voice to their identity in a unique and creative way,” says Giulia Gunnella, Marketing Coordinator & Art Director of Astra Make-Up. “The collaboration with Webboh not only gives us the opportunity to intensify contact with Generation Z, but also to strengthen our brand awareness across all generations,” concludes Giulia Gunnella.

Accompanying Astra Make-Up in the activities on Webboh Van Studios is the Camelot agency.

Webboh is a benchmark even during the Festival
This initiative confirms Webboh as the most followed media brand by Gen Z and Gen Alpha in Italy, as well as the most active community in the target audience. The success of his content has established it among the most relevant accounts in Italy during Sanremo with 5 million total interactions (source: Sensemakers, 6-10 February 2024).

Webboh is the benchmark media for GenZ. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase across TikTok, Instagram, YouTube, and WhatsApp of over 4.5 million followers, 70% of which are under 24, a website with 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media presences on social media, as well as the first in the Generation Z target for engagement and video views (source: Top Media Ranking of Italian First Communication created by Sensemakers. The relevance, authenticity, and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Astra Make-Up was founded in 1988 in Todi, from the dream of pharmacist chemist Giuliano Settimi to create his own cosmetics brand. It is thanks to the entrepreneurial vision of his son Simone Settimi, the current general manager, and the determination of his wife Lucia Menghella, the CEO, that the company continues to grow and develops on a thread of experience and passion, combining creativity with a distinctly Italian love for cosmetic products. The brand is in constant expansion and is present in over 50 countries in Europe, South America, the Middle East, and Asia. The values at the heart of the company’s philosophy celebrate Italian-ness, accompanied by a careful search for cosmetic products in terms of quality and performance, but that are always accessible to everyone.

This year TV Sorrisi e Canzoni will also offer its audience a front row seat to fully experience the new edition of the Sanremo Festival with exclusive interviews, behind-the-scenes content and special content in the magazine, on the website and on social media channels.
Alongside the numerous editorial activities, there are many other great innovations, new formats and events, such as the exclusive Opening Party on Sunday 9 February, an unmissable event for all artists and leading figures in the entertainment world. Initiatives that confirm Sorrisi as the benchmark brand in the world of music and television, with 2.6 million readers, 3.8 million website users and 1.1 million fans.

“As every year, TV Sorrisi e Canzoni will be, with enthusiasm and passion, alongside all lovers of the Sanremo Festival. The new initiatives we present, from the Podcast to our presence on TikTok, are designed to involve an ever wider audience and to make the Sanremo experience even more unique and interactive. Thanks to our editorial team, exclusive content and special events, we want to continue to be a point of reference for our readers and viewers, offering them privileged access to the emotions of this edition of the Festival”, declared Aldo Vitali, director of TV Sorrisi e Canzoni.

BIG NEWS

The Sanremo Podcast arrives on tv on Real Time
After the success of the five episodes aired in January on the main streaming and video platforms, the Sanremo Podcast, dedicated to the history of the Festival, moves to the city of flowers, giving life to a TV programme broadcast on Real Time every day, from Tuesday 11 to Saturday 15 February, at 7pm. An unmissable event – hosted by Aldo Vitali, director of Sorrisi, Lodovica Comello, actress and presenter, and the actor and content creatorTommaso Cassissa– to stay up to date on all the oddities and don’t miss the previews, secrets and behind the scenes of the Italian Song Festival. From 7:30pm, each episode will be available via video streaming on discovery+ and on the TV Sorrisi e CanzoniYouTube channel and on all the main audio streaming platforms.

Vertical Music Contest
This year, TV Sorrisi e Canzoni will also be the official promoter in the area of Vertical Music, the 9:16 vertical format music contest that offers amateur artists a showcase in the world of music, giving them the chance to send their unreleased songs in vertical clips to be evaluated by an exceptional jury. On February 12 and 14, from 6:30pm to 7:30pm, Casa Sorrisi, accompanied by Diletta Begali – Social Host and Content Creator – and Marco Capretti – author and television personality -, hosts of the Vertical evenings, will welcome winning artists from last season, telling their experiences, making their successes heard and launching the opportunity for the entire community to register for the 2025 edition.

A new glass box: “Casa Sorrisi in Sanremo”
The Sorrisi glass box, which last year hosted the brand’s various social activities, returns this year in a completely new version: inside the garden of the prestigious Hotel Miramare, next to Villa Emma, an imposing two-storey structure will be set up, measuring over 500 m² and composed of 32 glass modules, created by Interproject with an interior design project by Studio Pisk. Thanks to the elevated architecture, transparency its proximity to the pedestrian area, people will be able to watch the arrival of all the guests from outside and follow the Sorrisi programme live through external monitors. The set-up and furnishings of the glass box will be the subject of a special episode that will be broadcast on the Warner Bros. TV channel. Discovery Home & Garden TV, will cover the detailed story from the conception to the construction of a real home.
This year the brand will also be inside the Villaggio Radio e Editori in front of the Sanremo Casino with a second structure, set up in collaboration with Fabuloso, where interactive activities for the public will be organised every day, from Tuesday to Saturday, including a special karaoke stand and an exclusive photo booth .

Exclusive content from Sanremo on Instagram, YouTube and the new profile on TikTok
This year, Sorrisi‘s programming, in addition to being on the brand’s Instagram and YouTube channels, will also land on TikTok with its new profile, and will come to life right inside the glass box which includes a large space for interviews and social games, a living area for the inevitable Caffè con il Direttore, and a special recording studio which will host episodes of the Sanremo Podcast every day. Finally, there will be corners set up for make-up and hair stylists, powered by Kiko Milano and Compagnia della Bellezza, a coffee area with Caffè Motta and a food area, with Food Network, which will record In cucina a Sanremo con Ruben every day from Casa Sorrisi, with Chef Ruben Bondì, which will be broadcast on Food Network from 23 February at 3pm.
Finally, during Sanremo week the entire Sorrisi.com website will be dedicated to the singing competition, with song lyrics, insights, score cards, lineups, evening reports and many other surprises.

Three special edition issues for the Festival
To celebrate the Italian Song Festival, Sorrisi will publish, as per tradition, three special edition issues entirely dedicated to the competition, with a total print run of 1.5 million copies. The first issue – on newsstands from tomorrow, Tuesday 4 February – will exclusively contain all the lyrics of the competing songs, together with the iconic cover shot of the entire cast of Sanremo 2025. On Tuesday 11 February, to coincide with opening night, the second issue will be available, featuring presenter Carlo Conti on the cover and containing the evenings’ line-ups and song lyrics. Tuesday 18 February will be the turn of the special edition dedicated to the coverage of the Festival week, with the cover dedicated to the winner, taken in the Sorrisi editorial office on Saturday night immediately after the announcement.

The League of Sorrisi at Fantasanremo
The highly anticipated Fantasanremo is also back and, this year too, will host the league customised by Tv Sorrisi e Canzoni. The brand thus confirms itself as a point of reference for music enthusiasts, actively involving its audience in the singing contest.

Partners
This year, numerous companies, engaged by Piemme, the exclusive concessionaire of TV Sorrisi e Canzoni and Mondadori Media, have decided to support Sorrisi with personalised partnership projects and activities that will be organised at its headquarters during the week.

Caffè Motta will give the editorial staff and their guests moments of relaxation for the entire duration of the Festival, KiKo Milano and Compagnia della Bellezza, in their respective corners inside the glass box, will put on make-up and prepare the guests for interviews and evenings during the Festival; Dacia will exhibit its Dacia Spring, a protagonist of Casa Sorrisi; Fabuloso with its scents will entertain and make all Sanremo residents “smell that perfume!”; SisalTipster will be a partner of the initiative that will provide projections on the winners and other statistics related to the festival; Calligaris, Luceplan, Perdormire, Valentini, Twills and Queeboo, will provide furnishings including sofas, armchairs, chairs, tables and designer lights for Villa Emma and for the exclusive areas of the glass box; finally Slide studio will provide the Puzzle elements: a modular structure, also luminous, perfect for creating plays of light and colour that give a playful and magnetic look to any environment.

ActionAid, with whom Sorrisi has started to collaborate in support of and to bring awareness to the central issues of the association since November 2024, will see a series of important initiatives during Sanremo week. Thanks to the support of the brand and artists, ActionAid will auction personal objects of the competing singers on Charity Stars. The latter will also be invited to sign a piece of Puzzle – the design modules designed and supplied by Slide – which will form a large light installation inspired by the theme of education.

TV Sorrisi e Canzoni was supported in the creation of the event by events production company Left&Right, which has collaborated with the brand for years in the organisation of Sanremo week.

TV Sorrisi e Canzoni is the reference brand for TV and entertainment lovers that reaches 2.6 million readers every month (source Audipress 2024/II), 3.8 million website users (source Audiweb mid-Aug/Oct 2024) and 1.1 million fans (source social insights IG, FB, TikTok, X, YouTube) thanks to a multi-channel system that includes the magazine, the website, social media, events and collateral products.

There is only one way to stay updated on all the curiosities and not miss the previews, secrets and backstories of the Italian Song Festival: you have to follow “IL PODCAST DI SORRISI A SANREMO”, the new TV programme through which the brand that by definition “lives” the Sanremo festival every year like no one ever before, TV SORRISI E CANZONI arrives on REAL TIME for the first time.

“IL PODCAST DI SORRISI A SANREMO” will be broadcast on REAL TIME from Tuesday 11 to Saturday 15 February, at 7pm hosted by the director of Sorrisi Aldo Vitali with Lodovica Comello (presenter and actress) and Tommaso Cassissa (actor and content creator).
Then, from 7:30pm, each episode will be available via video streaming on Discovery+ and on the TV Sorrisi e Canzoni YouTube channel and on all main audio streaming platforms, including Spotify, Apple and Amazon Music.

Together with the hosts there will be many guests who will recount the highlights of the event, and comment on the performances of competing artists and songs, revealing many curiosities. As always, there will be no lack of exclusive backstories, moods and behind-the-scenes of the Festival most loved and talked about by Italians.

The TV programme “IL PODCAST DI SORRISI A SANREMO”, produced by Mondadori Media, stems from the success of thepodcast event that TV Sorrisi e Canzoni has dedicated to all fans of the Festival  and which now moves to Sanremo, the City of Flowers, with a daily programme.
In four episodes, to be watched and listened to on YouTube and on all streaming platforms, the Sorrisi podcast tells the story of the most famous Italian singing competition thanks to a series of unique anecdotes and backstories shared with exceptional guests, such as Rettore, Coma_Cose, Francesca Michielin and Alessandra Amoroso, star of the fourth episode on air today.