Exactly one year ago, in March 2024, the Dino Villani archive was officially born. I would like to remember today why me He was a true and dear friend, precious humble and cultured intellectual, man of the past and certainly rare. Then I owe him also that beautiful presentation in the catalog he made to mine wife Marisa Settembrini, artist of the Brera Academy.

The first presentation for the Villani Scarpellini Fund, the body that manages the collection of documents by the advertising Dino Villani, was precisely in March 2024. Born in March 2024 at the behest of the pro-nipoti di Villani-Fondo Francesca Scarpellini, Edoardo Filippo Scarpellini and Cristiana Villani, 35 years after his death, the fund wants to contribute to the enhancement of the history of advertising in Italy, making the archive materials scholars, professionals and fans of the sector. The cultural direction was entrusted to Professor Dario Cimorelli, while the cataloging is treated under the supervision of Professor Barbara Bergaglio by Dr. Rebecca Cenci, in collaboration with Camera – Italian Center for Photography, and with the Conet Group Sponsorship. To make it known the contents, the fund has thought of the ‘Villani’ dinner format ‘, dedicated to specific audience targets.

Dino Villani ((Nogara, 16 August 1898 – Milan, 13 March 1989) He was an advertising, writer and creator of Italian events, a prominent figure in the field of communication in Italy. Born in Nogara, who moved to Milan in the early 1920s, Villani made his debut as an illustrator and advertising, working for companies such as Motta, Barilla and Cinzano, with an approach that united graphics, slogans and strategic promotion.

One of his most important contributions was the creation of advertising events. In the 1930s he created the Motta advertising office, inventing the Easter dove and relaunching the panettone. In 1939 he founded the Miss Italy beauty contest, born as a photo competition to promote the line of dentic products by Carlo Erba. He then promoted cultural events such as the “Suzzara Prize” and the “National Landscape Prize”. He has written presentations for various Italian artists. Commander of the Republic in 1988, in Milan his name is engraved among illustrious citizens in the city’s hunger.

Carlo Franza