In Milan, in collaboration with IGPDecaux, Versace chose a solution of great emotional impact by creating a station domination at "Cadorna" metro station, remaining on air throughout the second half of October. The out-of-home campaign was also deployed on traditional bus shelters in Milan and was also on air on the digital ones in Naples between the end of October and the beginning of November.

In terms of communication, Versace traditionally prioritizes more exclusive channels, focusing on assets that reflect their luxury positioning. However, this OOH campaign marked an evolution in its communication strategy, such as the use of advertising spaces in a metro station which allowed the brand to reach a more diversified audience. Not only traditional luxury customers but also a more urban and casual one. This made the brand more accessible and simultaneously launched a message of inclusivity.

In addition to this, the added value of this asset should be considered, determined by the high exposure and the attentive as well as particularly responsive target audience that this medium reaches every day. All elements that guarantee a very high-performance campaign. It was an important choice for Versace, marking a significant step toward a more daring and dynamic communication, reflecting the changes in the luxury market.