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A new Out of Home campaign crossed the streets of Milan. The protagonist was LIL, a young brand borned in Milan with a Capsule Collection of gold jewelry.
For the campaign, IGPDecaux realized the first golden tram that crossed the city from the 15th of November to the 15th of December.
The #LILtram was completely covered by a golden, sparkling wrap and decorated with the iconic claim “Boys Tears”, the first choker designed by LIL symbolizing the brand itself. The tram was realized to link the online world with the offline one. The Out of Home campaign turned into a call to action for all the passers-by: the contest launched on the LIL Instagram profile in fact, found its claim also on the historic golden tram. The Millennials were the main focus of the contest, invited by the call to action to share on Instagram a photo of the #LILtram. The winner of the best picture will get a Boy Tears as a gift.
The first golden tram brought to the city the warm tones of Christmas, anticipating the OOH campaign realized by IGPDecaux - on air from the 3rd of December - where a bus shelter in Largo La Foppa will be entirely covered by gold leaf.