A whole new way of being Neapolitan

Client: GCI
Auchan Naples Shopping Centre
Project: Relaunch campaign
Digital campaign
Product placement
Unit: Creativity
Branding Spaces

The only Shopping Centre in the city of Naples is now even more attractive, welcoming and safe. Colour, modernity and Neapolitan character provided us with the inspiration for communicating this renewal.

We chose the Arteteca as testimonials, the comic duo from Made in Sud: ideal for linking the Centre to the city. The campaign was communicated with a high-impact media mix, which favoured large-scale billboards.
Moreover, the Arteteca’s first movie, Vita, cuore, battito, was filmed in the Shopping Centre, a highly successful product placement operation, thanks to the movie’s surprising success.

We created a live digital link-up with the city, publishing all content in real time via Facebook, and with a live contest that took place on the streets of Naples.
Finally, we were responsible for restyling the interiors, bringing colour to the fore and drawing inspiration from Neapolitan excellence for the furnishings, decorations and architecture.