Twenty years after the launch of “Very Normal People”, a lively concept that continues to evolve and to reappear with its audience, RTL 102.5, the most listened radio in Italy, is preparing to launch its new 2025 campaign. Today, Monday 5 May 2025, it will be a real day of celebration on the radio. For the first time the famous claim is transformed by giving life to an unprecedented and celebratory version of the “Very Normal People” jingle. “Once again, people are at the center of our communication campaign – says Marta Suraci, marketing and communication manager of RTL 102.5 – which develops in a complementary way through printing, billboards, radio, TV and social networks. The listeners become the protagonists, physically replacing the word “Normal” word. On the radio, TV and social, we went further: each person can enter their name instead of “Normal”, transforming the jingle into “Very Stefy People”, “Very Luca People” and many others. This campaign wants to be fun, liberating, light -hearted and choral, strengthening that unique sense of belonging that binds the radio to its audience. A job that, in its simplicity, wants to give importance to the many values whose pride with great pride, we continue to make ourselves a spokesman. Certainly a source of inspiration was the Sanremo of this year, which, even more than other editions, underlined the communicative strength of normality “.
The 2025 campaign, created with the creative direction of Stefania Siani and Federico Pepe, elevates the public to a true protagonist, literally putting its listeners at the center. Each of them becomes the normality and uniqueness to be celebrated, in an ironic, irreverent and engaging campaign, in which everyone will be able to identify themselves, declined on billboards, spots in radio love that captures spontaneity, and dedicated social and digital content. The portraits of Camilla Bach – young photographer, born in 1993, with a background that ranges from the International Center of Photography in New York to the Goldsmiths University in London – and the videos of Fabrizio Albertini – talented director with a direct gaze and without filters – remind us of a simple thing: beauty lies in being themselves. Today more than ever, in the era of social media, which often amplify perfect and unattainable life models, this message proves to be even more current and necessary.
