60 years: 6 decades of creativity and love for design that Federlegno elected to communicate to the city of Milan through IGPDecaux OOH advertising. Characterized by a varied media mix, the campaign embraced the entire Lombard capital and was staged throughout the Salone del Mobile week, from 7 to 12 June 2022.
A Station Domination campaign was organized in the underground station of Rho Fiera, with over 4 meters of decoration to welcome the huge flow of visitors going to the event. Meanwhile, in the city centre, passers-by could not miss not only the numerous underground systems, but also the 200 bus shelters scattered around the entire city.
Creativity revolved around the concept of the 60th anniversary of the event: 6 illustrations by Emiliano Ponzi traced the history of the most important design event in the world, recalling its many editions through the decades and “dressing up” Milan's trams with attractive full-wrap decorations.
One of the 3 Darsena trams involved showed this creativity in its interior surfaces and posters, with Emiliano Ponzi's illustrations coming to life with an Augmented Reality project signed by Alkanoids - an innovative element that presented the audience with contemporary interactive opportunities.
Brands are increasingly often choosing to integrate the use of new technologies into OOH advertising to create more engaging and memorable experiences. In the near future, when the online and offline worlds will talk more systematically to each other, the combination of AR and OOH will offer new space for action, with the opportunity for brands and audiences to establish more emotional relationships and with advertising not only to be exclusively watched, but actively experienced.