The undergound stations of Milano Cadorna (on the M1 and the M2 lines) and Moscova (on the M2 line) were entirely decorated in both the binaries and the mezzanine areas to entice passers-by with a...
Mutti, the historic company with more than 100 years of experience in the production of the best possible Italian tomato products, gets back to the Out of Home media planning a great project with the IGPDecaux Creative Solutions: the campaign is on air from the 14th of September to the 11th of October in Milan promoting the new Tomato Pestos launched by the Brand: the Red Tomato Pesto, the Green Tomato Pesto and the Orange Tomato Pesto.
A Full-Wrap Jumbo tram and three Brand shelters, strategically located in the main hubs of the city, are the products involved in the outdoor advertising project. Each shelter, which is entirely branded, accompanies the passengers waiting at the bus stop, delighting them with a creativity related to a specific recipe of Pesto. The showcases of the Brand Shelters were in fact designed to best represent the products thanks to a visual and scenographic game which makes the different ingredients twirling. The aim is to communicate their peculiar characteristics of taste and lightness since the Mutti Tomato Pestos are made with the 45% less fat * compared to the average of the best-selling pesto. The three varieties of tomatoes allow to limit the use of oil and salt in the recipes.
The tram as well strengthens the OOH advertising promoting the different types of Pesto using the red, green and orange colors, into a vivid and impactful graphic pattern.
The project was realized by the IGPDecaux Creative Solutions, in collaboration with the Wavemaker media center and the WPP agency specializing in OOH Kinetic planning. (The creativity was realized and adapted by the Studiò, IGPDecaux in-house agency).
Here are some shots of the campaign:
* Source: IRI data re-elaboration, www.mutti-parma.com