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Sony x Salmo

Sony x Salmo

Playlist Live

CHALLENGE

Launch the Sardinian rapper’s album,“PlayList Live” – relased on December 6, 2019 – and draw attention to the new track, “Buon Natale”, with an activation capable of generating online buzz.

IDEA

Valorize the rapper’s image and his past experience as a writer, by getting him personally involved in the street marketing campaign envisioned for the launch. In this way, the activation was transformed into a prank advertising, thanks to the presence of Salmo himself playing the part of a graffiti maker, covering the city of Milan with the graphics of his album cover with the GreenGraffiti® technique, armed with stencils and spray paint.

KPI

25 GreenGraffiti
+100K Impressions onfield
+200K Social Interactions
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