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 tasty product. The Barilla “Pesto alla Genovese” is in fact the protagonist of the Out Of Home advertising campaign realized by the IGPDecaux Creative Solutions, collaborating with the Marimo creative agency and the OMD media agency.
The project involved two highly -impactful Station Dominations and a brand shelter located in Largo la Foppa, which is very close to the underground station of Moscova. The Station Dominations, as well as the brand shelter, were colored by the same bright green graphics resembling basil leaves.
The creativity was even more representative of the OOH media on the M2 underground line - the green one - which perfectly integrates the advertising and its ironic copy, entertaining the passengers with different claims such as: "The green line becomes very green", "There is pesto for you" and "Our basil wakes up pesto".
The campaign, on air for two weeks starting from the 27th of August, involved for the first time two large underground stations which are attended by a young and dynamic audience, as well as a Brand shelter, that intercepts both the pedestrian and vehicular flows.
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