Milan, March 20, 2023 – How do brands move? This is the claim of the DOOH campaign dedicated to the launch of the Libro Due (Book Two) of Best Brands, now on air in the main subway stations of Milan thanks to the support of IGPDecaux, a historic founding partner of Best Brands.

Libro Due is the culmination of almost a year's work during the meetings of the Best Brands Club, the think tank composed of brands that ranked at the top of Best Brands 2022. It was created thanks to the founding partners, Serviceplan Group, GfK, Rai Pubblicità, 24 Ore System, IGPDecaux, ADC Group, under the patronage of UPA, together with Giampaolo Colletti, journalist, marketing expert, and curator of the book.

The work was presented during the gala evening on March 7, and its pages will feature the experiences of: Amazon, ASdoMAR, Elmex, Intesa San Paolo, Müller, Mulino Bianco, Nutella, PayPal, Samsung, and UnipolSai. Different stories, yet united by the common denominator of final success: there is no single way, no simple formula that points the way. Becoming a Best Brand is a constantly changing journey, which can only be learned by courageously interpreting scenarios that evolve and change continuously.

Statements from Serviceplan Group Italy and IGPDecaux:

Giovanni Ghelardi, CEO of Serviceplan Group Italy: "Together with Enzo Frasio from GfK and the other founding partners, we have always wanted Best Brands to be a project that speaks about Brand first and foremost to professionals, but also, why not, to those who, for various reasons, are interested in delving into the topic. That's why we came up with the idea of creating a book to tell the power of brands beyond the rankings. The goal is to provide a snapshot of what it means to be a Best Brand today. The volume can be easily downloaded by anyone interested, thanks to the DOOH spaces made available by IGPDecaux in Milan, simply by scanning a QR code. Alternatively, they can visit the Best Brands website."

Andrea Rustioni, Managing Director of IGPDecaux: "Out of Home is a medium that lends itself to stimulating a dialogue with citizens. Milan, an important capital of marketing and communication, is always in search of interesting stimuli. Moreover, as this campaign shows, more and more brands are looking for interactivity and, for example, choose to add a QR code to their creativity to interact further with their audience. We are happy, therefore, to support a campaign that offers content like the Libro dei Best Brands (Book of Best Brands), easily downloadable during the journey between home and the office, and which we are certain will attract the interest of many in a world, that of brands, which is central in our lives."

The DOOH campaign, supported simultaneously by action on social media, was developed and realized by Serviceplan Italia, the creative agency of the Serviceplan Group, one of the founding partners of the ranking.

Credits:

Creative Direction: Giuliana Guizzi and Salvatore Giuliana

Art Director: Giulia Usberti Fellini

Copywriter: Monica Procida

Digital Operations Director: Mauro Ceppi

Head of Social & Digital: Manolo Trebaiocchi

Business Developer: Carole Masala