Murals and large-format billboards appear across Sardinia to raise awareness in nightlife areas, ports and airports. The works are by artists Sardomuto, Marinetti and Stella Ziantoni.
The disapproving gaze of a woman in traditional dress, the proud profile of a flamingo, the tentacles of an octopus that seem to protect their own sea. These are not mere illustrations, but the visual guardians of a land that has decided not to stand by and watch. For summer 2026, the Sardinian landscape is being transformed into a widespread open-air museum: Ichnusa is renewing its celebrated campaign, “If this is how it has to end, don’t drink us at all”, entrusting its warning to the powerful, identity-driven language of murals.
Launched in 2024 as a drastic response by the Assemini brewery to the sight of its own packaging abandoned in the environment, the initiative, developed by the creative agency LePub, is now taking on a broader scale. In 2025, the abandoned and recovered bottles were entrusted to six street artists from the island — Maurizio Brocca, Chiara Foddis, Marinetti, Teresa Podda, Sardomuto and Stella Ziantoni. The selection was carried out in partnership with Urban Center, the Cagliari-based non-profit organisation that uses art and innovation as tools for territorial regeneration. Transformed into unique artistic pieces, these discarded bottles became works of art donated to Legambiente Sardegna, which auctioned them online in spring 2025 to fund projects linked to a culture of respect and environmental protection.
Now, the campaign is moving to murals and large-format billboards in the island’s key transit points: ports, airports — Olbia, Alghero and Cagliari — and the main areas of youth nightlife.
The power of widespread muralism
In Sardinia, muralism has never been mere decoration; it is chronicle, denunciation, political and social engagement. In keeping with this tradition, the nine graphics selected in collaboration with Urban Center depict the fragility and untamed beauty of the island. Artists Sardomuto, Marinetti and Stella Ziantoni have lent their ideas to welcome those arriving on the island, reminding them that the pleasure of sharing a beer should end with an act of respect.
“Our commitment stems from the deep bond we have with this land,” explains Paolo Ciccarelli, Director of the Ichnusa Brewery. “For us, communication is not enough: we want to act, involve the community and, above all, engage young people. Seeing that more and more people are paying attention to the proper disposal of glass is a sign that the path we have taken is truly beginning to bear fruit.”
The data emerging from the AstraRicerche survey for Ichnusa are clear: uncivil behaviour remains widespread, but public awareness is gaining momentum. One in four Italians admits to having abandoned glass bottles in the environment at least once. At the same time, 87% of respondents say that the Ichnusa campaign has prompted deep reflection on environmental respect, while 83% say they now pay greater attention to proper recycling thanks to this message.
The campaign does not stop at visual suggestion. The transition from the artistic dimension to concrete action is made possible by the long-standing partnership with Legambiente Sardegna. Throughout June, employees of the Assemini brewery and volunteers are taking to the streets and beaches for the traditional clean-up days.
“The community, through small daily actions, can become the driving force behind significant change,” concludes Marta Battaglia, President of Legambiente Sardegna. “Clean-up activities in summer nightlife areas have enormous demonstrative power: collecting waste restores beauty to a unique land and educates people in the care of the common good.”
The challenge has been set: summer 2026 will be the season in which Sardinian art becomes a shield in defence of its land. Because if a love story with the island has to end with a discarded bottle, then perhaps it is better not to begin it at all.
On the cover: Icnusa © Marinetti
