Two years ago, Sugarpulp was founded in Padua by a former colleague of mine. Now it's got hundreds of people behind its mission.
It's a hip, young group with a passion for reading and writing.
They're going "a bomba" (like crazy) these days.
Lexus car company has recently supported their mission by presenting this viral commercial which,
"...[produced in collaboration with Current TV] profiles people that embody the unconfined spirit of the new Lexus CT200H, people who see things differently to escape convention without compromising.
The Sugarpulp commercial features Matteo Righetto, an up-and-coming Italian novelist who successfully created in his hometown of Padova, a literary movement called Sugarpulp."
Take a look at the viral commercial (with Matteo's great, thick Italian accent) that highlights not only the literary group's mission, but also the city and countryside around Padua:
I'll soon be posting about their upcoming literary festival scheduled for the end of the month and featuring an international (and rather American) roster of names.