"L’arte ti dà il bentornato in città – the art welcomes you back to the city": this is the title of the dynamic installation created by Lorenzo Marini which coloured the trams, the billboards and...
Tom Ford Métallique is the new women's fragrance launched by the famous brand Tom Ford, who chose the Out of Home advertising to present its audience its latest fragrance. The silver bottle with the gold tone embellishing the label reflects the bold timbre of the new Eau de Parfum, where the fresh notes of bergamot are combined with the pink pepper ones.
The product launch campaign was realized by the IGPDecaux Creative Solutions who brought to Milan a network of bus shelters together with two brand shelters, designed to reflect the eccentric and unique nature of the latest Brand’s parfum.
Piazza Cavour - which crosses the city center - and Largo la Foppa, which is close to the underground station of Moscova, were the two positions chosen to set up the brand shelters, entirely decorated with metal panels specially designed by IGPDecaux for the very first time to represent the packaging of the perfume and his own naming; an impactful advertising which has definitely caught the attention of the people waiting at the bus shelters and all the passers-by.
A lighting system was added to the urban structures, ensuring to the visual a significant impact even during the night.
The campaign, on air from the 16th to the 29th of September, reached a high audience not only thanks to the positioning of the brand shelters, but also because of the innovative creativity used for the branding of the OOH structures. IGPDecaux, the Dentsu Aegis media center and the Posterscope OOH specialist worked on the project.