During the month of November, dedicated to the prevention of prostate cancer, Janssen Oncology has chosen IGPDecaux for its Out Of Home campaign in various Italian cities.
Two Station Dominations were created in the metro stations of Roma Termini and Napoli Toledo.
The city of Milan featured a media mix including a step domination at Cadorna, a full-wrap tram circulating through the city centre, and a creative brand-shelter with a showcase containing water.
Umberto Pelizzari, world record holder in deep free diving, was the spokesperson for the campaign. He invited men to prevention with the slogan: "bringing a problem to light is the best way to deal with it".
Hence, the choice of the pool evoking the sea in the street furniture. The pool was built for the first time and designed to intrigue passers-by and invite them to take a photo.
