Rome, May 13, 2025 – Q8 Italia unveils its new brand campaign, “Every refuel, a story to tell”, which celebrates the deep connection between travel and everyday experiences. The campaign is built on a simple yet powerful idea: every stop at a Q8 station is not just a practical gesture, but a meaningful moment, interwoven with the personal, professional and emotional stories of those who travel. The new TV spot encourages viewers to look beyond the act of refuelling, highlighting the beauty of Italy and the authenticity of the daily journeys lived by Q8 customers — from the smallest towns to the largest cities.

The campaign message highlights the widespread presence of Q8’s service network, offering consistent and reliable support throughout Italy. In 2024, Q8 celebrated 40 years of operation in the country — a milestone that underscores its ongoing evolution. The spot features a range of locations, from major cities to small villages, coastal roads to lush countryside, with a focus on some of Italy’s most iconic areas: Rome, the coastline of Vico Equense, and the Val d'Orcia in Tuscany. It also showcases the launch of Q8’s first fully electric station in Rome, marking the company’s strong commitment to innovation and sustainability. 

Fabio Curtacci, Retail and Marketing Director di Q8 Italia, commented: "With this campaign, we want to express the deeper meaning of what Q8 stands for: not just a place to refuel, but a trusted presence that supports every journey. Each stop, each restart, each trip is a unique story — and we’re proud to be part of it, offering practical, innovative solutions that meet individual mobility needs. “Every refuel, a story to tell’ is our way of celebrating the authenticity of these stories and the connection that binds us to people every day."

The campaign is directed by Matteo Rovere, known for his authentic and immersive style. Rovere has earned critical acclaim, including the Nastro d’Argento and David di Donatello awards for films such as Il primo re and Il Campione. His artistic vision perfectly reflects the campaign’s goal: to tell genuine stories that honour the connection between Q8 and its customers.

In addition to traditional TV and radio placements, the campaign will have a strong presence online and on social media, and will be shown in cinemas through a 45-second spot. Outdoor ads are planned for Rome and Milan, including installations on the newly designed bus shelters prepared for the Jubilee Year in Rome. 

With this campaign, Q8 reaffirms its commitment to Italians — not only as a provider of fuel, but as a daily partner in sustainable mobility. The company continues to invest in forward-looking solutions, from electric charging to Q8 HVO, an innovative low-emission fuel designed for more environmentally responsible transportation.

Through “Every refuel, a story to tell", Q8 strengthens its position as a travel companion for all Italians — placing people and their journeys at the heart of its services, which aim to be not only functional but also empathetic and authentic.

But the stories don’t stop here. After shining a light on the everyday journeys of Italians, Q8 continues its storytelling in moments of leisure and connection, thanks to its partnership with IDays Milano Coca-Cola 2025, one of Italy’s leading music festivals, taking place in Milan from June 2 to August 27 at the SNAI racetracks in San Siro and La Maura. Q8 will be present with a dedicated stand at the concert venues, where visitors can learn about the benefits of the loyalty program of ClubQ8, discover the new Q8 DAB Radio, and enjoy a range of interactive, engaging activities designed for the festival’s young and dynamic audience.

In addition, the “In Concerto con Q8” contest is currently running for ClubQ8 members, offering the chance to win tickets to concerts such as Dua Lipa (June 7) and Post Malone (August 27).