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Zanichelli

Zanichelli

Culture hits the Streets

CHALLENGE

Share the world of the brand Zanichelli and its products in a fresh and innovative way – aimed at the student target – using young, catchy language.

IDEA

Utilize the GreenGraffiti medium to create a street advertising campaign and cover the cities of Milan, Naples, Turin and Padua. The campaigns focused on the importance of humanistic culture and several innovative learning tools for the sciences.  The sidewalks around the largest middle and secondary schools were invaded with hundreds of eco-sustainable messages. This was the first time a didactic publishing house ever used this kind of medium. The onfield campaigns were also diffused on social media, using dedicated hashtags to amplify the buzz and raise media awareness.

KPI

4 Cities
400 GreenGraffiti
+50 Press mention
+2 mln Onfield impressions
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