Last summer IGPDecaux launched the OOH campaign Segnali d’Italia, which crossed the cities of Parma and Naples on the city buses, several urban and subway structures, with the aim of enhancing the excellence of the territory. IGPDecaux's OOH media spread the stories of people who gave to their city a special contribution thanks to their artistic, social and professional commitment. The campaign also involved the citizens through the #segnaliditalia contest launched by IGPDecaux, inviting people to post news stories of their city on Instagram.
The call to action was a great success and almost 500 photo-stories were collected on Instagram, 33 of which were selected as the best stories by an internal jury. After a difficult evaluation, four has been selected as the winning stories, protagonists of the OOH campaign that IGPDecaux carried out in Parma and Naples to thank the citizens for participating in the project. In Naples, the outdoor communication involved the advertising on the bus shelters and in the underground, while in Parma IGPDecaux brought the advertising to several urban structures.
The protagonists of the Naples outdoor communication were the "Trerrote" Association, made up of young artists, educators and actors who are committed to re-assess the suburbs of the city using theater, research and education programmes, and the Far_Art Start Up, who created an alternative guide to the city of Naples followuing the route traced by the Art Stations of the underground line 1.
In Parma, Gionata Quercetani devised an innovative musical instrument by observing the difficulties of the American musicians carrying their Double Bass in the underground. The Travel Bass is a folding electric double bass, capable of producing the same sound as the acoustic one. And also, the Rolling Rezdôre - a largely female Roller Derby team – who introduced to the city a little-known sport and their passion for this activity.
Here below the winning stories, the subjects of the campaign's creativity: