Philip Morris International (PMI) and Andrea Bocelli have unveiled a new platform called “Believe. Further.” This multi-year initiative is designed to engage audiences in a broader conversation about progress and positive change. The launch took place on June 26 at the Torre dell’Arsenale in Venice — a venue where historical heritage meets continuous evolution, making it the perfect backdrop for two voices who share the same journey.
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Andrea Bocelli’s collaboration with Philip Morris International
“What do you do when the world has already decided who you are?” That is the question at the heart of “Believe. Further” — an initiative rooted in a shared belief in progress and a mutual conviction in the power of change. At a time when science and technology are offering better alternatives, two voices come together — each independently, yet in parallel — in a continuous process of transformation, inviting a different kind of conversation with society at large.
Andrea Bocelli’s journey has always been defined by belief. From the earliest steps of his career to the world’s greatest stages, he has followed a path shaped by conviction and the courage to go beyond what the world thought was possible.
Philip Morris International’s own transformation journey reflects the same structure — driven by decisions made early on, an unwavering commitment, and the discipline required to achieve lasting change. Today, that transformation is measurable in real terms: smoke-free products represent 43% of PMI’s net revenues and are available in 108 markets worldwide.
“We committed to transforming our business with better alternatives because it was the right thing to do — and because we could. There was no second-guessing,” said Massimo Andolina, President of the Europe Region at Philip Morris International. “Today we launch our collaboration with Andrea Bocelli in Venice, with the goal of highlighting what technology and innovation can make possible — and of showing that this progress is no longer a vision, but a reality.”
“We must consider possible even what seems impossible”
“I have always believed in the importance of staying true to one’s values and embracing every stage of the journey, learning from it along the way,” said Andrea Bocelli. “We must consider possible even what seems impossible, when it has the potential to improve people’s lives and advance humanity.”
Designed to reach cultural, institutional, and business audiences across Europe, the “Believe. Further” platform will continue to evolve and expand its reach as the dialogue around progress moves forward. It represents a shared vision for the future and a common belief that progress matters — and that it is the only direction worth choosing.
