Since 2017, we have supported il Viaggiator Goloso® in transforming its panettone from a flagship product into a true symbol of Christmas in Milan. It all began with a single maxi billboard, which over time became a recurring presence across the city during the festive season.
Over the years, the campaign has maintained the same claim and iconic visual, with only subtle variations — gradually becoming part of Milan’s Christmas tradition. In 2020, during the pandemic, the “Panettone dei Milanesi” took on an even deeper meaning, evoking memories of past holidays and a sense of hope for those to come.
Creativity and concept development
OOH billboard campaigns
Copywriting and storytelling
Brand positioning
Maxi billboard turned into an annual landmark
Product transformed into a local icon
Year continuous campaign
Customised OOH placements each Christmas
