Carosello Records is the record label which has been working, from the very beginning, with the singing duo 'Ricchi e Poveri,' who this year attended the 74th edition of the Sanremo Festival with the song 'Ma non tutta la vita' ('But not all life').

For a great comeback of the two singers, Carosello Records planned an out-of-home campaign in collaboration with IGPDecaux by 'playing' with the title of their song, which is a true hymn to live life fully and not to miss important opportunities because of endless waiting.

And it was precisely the concept of 'waiting' that inspired the use of the two IGPDecaux assets, which told the story through the customization of a brand bus shelter in via Torino, on air from the day before the festival (5th February) for two weeks, and the full wrap of a Tram which traveled the streets of Milan for a whole month.

The red, the dominant color of the campaign, made the advertising immediately recognizable, by creating a visual link with the imagery associated with the 'Ricchi e Poveri' duo. This communication strategy leveraged the media interest, generated by Sanremo Festival by adopting a real-time marketing approach to maximize impact and reach the target audience at the most opportune and responsive moment.