Nutella - "Epiphany"

A new unconventional campaign took place in Lucca, Italy,to launch “Citadel: Diana” the new Prime Video Original chapter expanding the Citadel spy verse, and starring Italian actor Matilda De Angelis as a civilian turned into a spy. Here’s why to amplify the concept “Anyone could be a spy”, Prime Video and Ogilvy Italy chose the most famous spies in the world: Italian grannies.  

A unique out-of-home campaign captivated attendees at the Lucca Comics & Games festival*, held from October 31st to November 3rd. Leveraging the historic charm of Lucca, the campaign transformed balconies throughout the city center, between Piazza Duomo and Piazza San Francesco, into mock espionage headquarters. Playful messages such as "Anyone could be a spy," "Spies never retire," and "Espionage is a tradition here" adorned the balconies, cleverly playing on the stereotype of watchful grandmothers. This innovative approach successfully engaged passersby, transforming these architectural features into an effective advertising medium.

Adding another layer of intrigue, the grandmas interacted with many among the 800.000 visitors strolling around the town during the 5-day festival, playfully questioning their identities and offering unexpected snacks.

The campaign was created by Ogilvy for Prime video Italy, demonstrating in an ironic way that qualities such as observation and wit have no age, and that anyone, even your neighbor granny, can be an undercover spy. 

* Lucca Comics & Games is the most important event in Italy and Europe dedicated to comics, games, video games, fantasy literature, cosplay, TV series

View the campaign film here.