Village grannies know everything. That may not be true but it’s a lovely foundation for this campaign. Ogilvy Milan has turned it into an unconventional OOH campaign on balconies in the historic town of Lucca, Italy.

The campaign was for the launch of Citadel: Diana, a new Prime Video Original chapter expanding the Citadel spyverse, and starring Italian actor, Matilda De Angelis. as a civilian turned into a spy. The idea that “anyone can be a spy” seemed to wrap itself naturally around Italian grannie.

So during the Lucca Comics & Games festival held from October 31 to November 3, the campaign transformed balconies throughout the city centre, between Piazza Duomo and Piazza San Francesco, into mock espionage headquarters with watchful grannies observing what was happening in the streets below. Playful messages such as Anyone could be a spy, Spies never retire, and Espionage is a tradition here adorned the balconies, playing on the stereotype of watchful grandmothers, transforming the balconies into advertising medium and engaging passers-by. To amplify the idea, the grandmas interacted with many among the 800,000 visitors strolling around the town during the five-day festival, playfully questioning their identities and offering unexpected snacks.

Credits:
Client: Prime Video
Creative Agency: Ogilvy Milan
Chief Creative Officer: Giuseppe Mastromatteo
Executive Creative Directors: Lavinia Francia & Francesco Basile
Copywriter: Giulia Oliva
Art Director: Vincenzo Tortora
Client Service Director: Claudio Grandi
Account Supervisor: Eleonora Guidolin
Head of Production: Sanam Bartoletti
Producer: Giulia Cattani

Production Company: T3kne
Producers: Leonardo Bazzucchi & Stefano Mirri
Project Manager: Tereza Knapp
Coordinator: Sara Calani

Production: Jellyfish Studio