Since 1963, Consorzio Prosciutto di Parma has been committed to the protection and promotion of Parma Ham throughout the world and to offering consumers a guarantee and security on the quality of the product. To give the product a more elegant and chic slant, the brand decided to join the Milan Fashion Week and sponsor Prosciutto di Parma through a striking Out of Home campaign.
In September, thanks to the help of IGPDecaux, Prosciutto di Parma devised a journey under the banner of Italianness, craftsmanship and love for the product, using an initiative involving the branding of a bus shelter in Piazza Cairoli and an Event Tram with stops in Piazza Castello, Cairoli, Duomo, Via Larga and Piazza Fontana.
From 19 to 25 September, the Prosciutto di Parma Event Tram opened its doors to the most curious and allowed them to enjoy a unique and unrepeatable experience in the heart of Milan. In addition to offering various finger foods starring the iconic raw ham, the brand invited various artists to show their art to passengers and provide them with exclusive services such as street casting, DJ se, personalisation on t-shirts, embroidery on canvas bags and portraits on the spot.
The scenic presence of the Event Tram had an impact. On the flamboyant notes of purple, orange and yellow, it showed good taste and class, but also boldness and innovation. IGPDecaux's Brand Solutions team grasped the message that Consorzio Prosciutto di Parma wanted to launch and oversaw the realisation of the project.
The creativity was realised thanks to the collaboration between IGPDecaux's Brand Solutions and the creative agency Kiwi, which coordinated the concept and digital activity; in support, the other units of Uniting People, All Communication and Flu respectively handled the conception and realisation of the event and the involvement of talent.
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