A truly dazzling creativity that affected the Rome and Naples undergrounds between March and April: the occasion - obviously - was the launch of the film Scream VI, the sixth chapter of the well-known film saga signed by Paramount Pictures and distributed in Italy in collaboration with Eagle Pictures. It was the latter that organised the high-impact advertising campaign involving numerous digital installations in both Naples and Rome, but it was in the capital that creativity reached its maximum expression, enveloping passengers in a completely customised environment: a metro train was in fact entirely decorated with Scream-themed graphics, now well-known to the general public thanks to the worldwide success of the films that have captivated millions of viewers since 1996.
The launch of Scream VI has therefore welcomed passengers on the Roman metro in an immersive experience with a mysterious aura, which has not failed to create interest and curiosity: many have framed the QR Code affixed to the seats to search for insights and information about the new chapter in the horror saga.
On the other hand, who knows better than the film industry how to arouse emotions and allow viewers to have experiences that remain etched in the memory? And what better medium than Out Of Home enhanced in its various possibilities can help achieve these goals? Organising OOH campaigns that take into account the different facilities available and the great possibilities of customisation on public transport, in stations and on the streets allows for increased involvement and memorability of communication.