An uncle painting a bike to give to his nephew, a couple starting their life together by painting a wall in their new home, an opera singer defying the buttoned-up gala dress code with an extravagant smoking: a series of small, meaningful gestures that gradually end up colouring the whole world pink in a surreal but highly symbolic gradual rise, bringing a message of positivity and confidence in the future. This is the concept behind “P-INK IT”, the video for Palermo FC’s new campaign, which follows the recent presentation of the club’s new kit, the first “all pink” in its history, and enriches all the content of this season’s start with profound meaning.
So, in the club’s new video, all turn pink: the sea at Mondello, the Barbera stadium and even the CEP buildings around the mural of Totò Schillaci, recently created by artist Igor Scalisi Palminteri and the Federico II Foundation in collaboration with Palermo, who will build a football pitch there for the neighbourhood’s children. It is a metaphor that, on the one hand, confirms the strong symbiotic link between the club and the city and, on the other, celebrates the hope, pride and strength of an identity that uses colour as a symbol of positive values and endless passion. It is no coincidence that in the launch video, the protagonists move to the notes of Turandot, on a night of stars “trembling with love and hope”. Among them is a special guest, Palermo singer Beatrice Quinta, who appears immersed in the inspiration of song, wearing a strictly pink costume on the sand of Mondello.
P-INK IT, with its play on words in English (literally “ink in pink”), becomes an invitation to everyone to make a “pink gesture”, even a small one, but one that can improve our lives and those of the people around us, as well as the places we live, especially where the city calls for care, beauty and sharing. These “pink gestures” will accompany Palermo until the celebration of its 125th anniversary on November 1st.
At the end of the video, there is also a tribute to Ferruccio Barbera, Renzo’s son, who passed away twenty years ago. It was he, together with his son Lorenzo and a team of creatives, who conceived the historic Palermo campaign in 2004, which read: “When everyone saw only black, we also saw pink”. “A message of trust and hope that we wanted to make our own, today as then – said Palermo’s marketing and communications director Gaetano Lombardo – . Its powerful relevance goes far beyond football, speaking to a global family of hundreds of thousands of people around the world, starting with all those who love this jersey and this city”.
The video was directed by Riccardo Lupo and Nicola Bettoni, who have already worked on video campaigns for Palermo in recent years, including the latest, “This is where I belong”, which was awarded “Campaign of the Year” at the Social Football Summit Awards in Rome’s Campidoglio in 2024, as part of the most important event on sports business in Italy.