Sky Uno

Sky Uno

Masterchef Season 5


Send out a signal of strong changes in the communication of the historic format Masterchef – which was starting season five in 2016 – thanks to the arrival of Neapolitan chef Antonio Cannavacciuolo, who managed to renovate the content of the program.


Design a campaign not based on media space, but rather a street art invasion around the city: turn manholes into cooking hubs, poles into whisks, and place numerous copies of the official countdown timer around town – with the hashtag #MasterChefIT – as the common thread between the various installations. The campaign is one of the most successful and newsworthy guerrilla marketing case histories ever to have been activated in the City of Milan.


10 days of activation
250 street art invasions
+3.000 UGC