Barilla | IGPDecaux

Barilla

A journey of taste with IGPDecaux and Barilla in the Milanese underground

The undergound stations of Milano Cadorna (on the M1 and the M2 lines) and Moscova (on the M2 line) were entirely decorated in both the binaries and the mezzanine areas to entice passers-by with a tasty product. The Barilla “Pesto alla Genovese” is in fact the protagonist of the Out Of Home advertising campaign realized by the IGPDecaux Creative Solutions, collaborating with the Marimo creative agency and the OMD media agency.

The project involved two highly -impactful Station Dominations and a brand shelter located in Largo la Foppa, which is very close to the underground station of Moscova. The Station Dominations, as well as the brand shelter, were colored by the same bright green graphics resembling basil leaves.

The creativity was even more representative of the OOH media on the M2 underground line - the green one - which perfectly integrates the advertising and its ironic copy, entertaining the passengers with different claims such as: "The green line becomes very green", "There is pesto for you" and "Our basil wakes up pesto".

The campaign, on air for two weeks starting from the 27th of August, involved for the first time two large underground stations which are attended by a young and dynamic audience, as well as a Brand shelter, that intercepts both the pedestrian and vehicular flows.

Which systems are involved?

Station Domination

Brand Shelters

Browse the catalogue

Centro Direzionale Milanofiori
Strada 3, Palazzo B10
20057 - Assago - MI
Tel: 02/654651
Fax: 02/6599037

Services and Planning

Corporate

Contacts

Work with us
Contacts
Request a quote

Whistleblowing
Click here to send a report

Request a quote

I would like to request a quote for:

Your data

I represent a communication agency

Your contacts details

Your message

IGPDecaux S.p.A., in line with its Privacy Policy, may use my personal data for

direct marketing purposes, aimed at promoting IGPDecaux's services, products and brands, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Art. 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforementioned legislation;

the performance of analysis and market research activities, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions that will replace/supplement the aforesaid legislation;

the sending of newsletters and periodic updates (e.g., by e-mail) relating to products, services, initiatives and events organised by or in collaboration with IGPDecaux, including invitations to the aforementioned events, both by traditional means of communication (e.g., paper-based mail, operator telephone calls, etc.) and by automated electronic means pursuant to Article 130, paragraphs 1 and 2 of Legislative Decree 196/03 and, where applicable, pursuant to EU and/or national provisions which will replace/supplement the aforementioned legislation.