Max&Co e Tamagotchi
A wagonload of memories in Milan with Max&Co and Tamagotchi!

On the occasion of the launch of the &Co.LLABORATION capsule-collection dedicated to Tamagotchi, Max&Co once again chose to plan an OOH campaign with IGPDecaux.
Passing through the Duomo underground station was like taking a plunge into the past: the Tamagotchi, one of the best-loved games of the 1990s is back as the protagonist of the new capsule-collection launched by Max&Co on the occasion of the winter holidays.


The campaign included a Station Domination on the platforms of the central Duomo M1 station with pixel graphics that filled the whole underground environment with colour and joy, as well as a full-wrapped Sirietto tram circulating through the central streets of Milan.

Many enthusiastic passers-by could not resist the creativity dedicated to Tamagotchi, the legendary Bandai Namco game that in the 1990s captivated today's millennials; in addition to the creativity, a QRCode invited passengers to frame and discover the collection online.
The success of this campaign is also reflected in the choices made by the Italian brand, which exactly 6 months after the OOH campaign in the Duomo station starring Lady Oscar, confirms the choice of Out Of Home and IGPDecaux, choosing the same product to launch the new capsule collection and reaching the desired target in one of the most important Milanese metro stations.

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