I'll enter!

Adv campaign for Instituto Cervantes Milano new headquarters

Concept development and media planning strategy, selection and buying for an offline Adv campaign (OOH, subway, newsstands) communicating the new address of Instituto Cervantes Milano, in the convenient and central Missori area.

The centrality of the new headquarters was highlighted by our creative concept which, starting from the broader idea of “centrality”, focused on the more specific meaning of the word “center” (cultural center, linguistic center …). In a game of words with multiple meanings, it developed and reached the verb/action “to enter”.

The Headline selected for the campaign was actually: IO CENTRO (I’ll enter!) :

“l’ll enter” (in the institutional center of Hispanic culture in Milan)
“I’ll enter” because I’m involved on culture and language (Hispanic in Milan)
“I’ll enter” it because it’s is at the heart of the city
“I’ll enter”as an enthusiastic espression of recovery and involvement, after lockdown.
The visual showed a pair of feet in sneakers taken from above, as they enter an ideal circle drawn on the ground, in the colors of IC brand.
This message reached excellent visibility, thanks to Out of Home posters in the central and neighboring areas near Missori and in the subway (M3 circuit) and local magazines such as Vivimilano (Corriere della Sera).