Campari Soda Aperitivi #SenzaEtichette, Milano Design Week 2025

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Adverteam brought Campari Soda’ #SenzaEtichette (no labels) aperitivo to Milan Design Week through a branded tram and unexpected afternoon DJ sets in two iconic local shops.

The objective was to bring Campari Soda back to Milan Design Week not only as a design icon, but as a pop culture icon and as an expression of an aperitivo centered on authenticity, with the aim of bringing the brand closer to a younger target. For this reason, we chose to take over places that represent everyday city life. A single-car tram and two historic Milanese shops became urban stages to create a unique brand experience. Participants were invited to live the #SenzaEtichette aperitivo as a moment of authenticity, fun and memorability, discovering the iconic product designed by Depero in surprising contexts. The expected impact was twofold: to strengthen the perception of the brand as a pop icon #SenzaEtichette, and to stimulate engagement through a direct, positive, and shareable contact, capable of consolidating the relationship with new generations.

To present Campari Soda as a pop and authentic icon, we overturned the traditional design approach: no longer exclusive venues, but everyday spaces. Milan Design Week became the occasion to inhabit the real city, where people truly live. The creative idea was born from a question: what if design was a shared experience, to be enjoyed over a drink? The heart of the project was a cultural provocation: “clubbing is dead” — or rather, reborn, with the phenomenon of “soft clubbing.” A branded tram brought the aperitivo on the move, with photo booths, artists, gadgets, and encounters. Two neighborhood shops — a greengrocer and a hardware store — were transformed into micro-clubs for “no labels” DJ sets. The format combined everyday habits and social rituals, blending the brand with urban identity. The innovation was to experience design not as form, but as relationship. Pop, authentic, accessible.

Corona: The Beach 100

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Corona’s 100th birthday came to life through The Beach 100 — a global platform of iconic beaches, crowned by one of the biggest beach celebrations ever at Copacabana.

For 100 years, Corona has stood as the beer of the beach. But in today’s world, over 90% of our lives are spent indoors, disconnected from nature. Corona’s centenary wasn’t just a milestone — it was a cultural moment to restore this connection.

The objective was to celebrate a century of This Is Living by creating a global platform that positioned Corona as a voice of beach culture. Goals included:
– Build cultural relevance, making Corona synonymous with the world’s most iconic beaches.
– Inspire global conversation and pride through a curated list of 100 beaches, each “Sun Awarded” for Scenic Aesthetics, Beachside Culture, and Connection to Nature.
– Cement long-term brand equity by transforming Corona.com into a permanent editorial hub, ensuring the brand lives on the beach for the next century.
– Leave a lasting environmental legacy through the Beach 100 Grant Initiative with Oceanic Global, funding projects that help protect and restore beaches.

The Beach 100 became the “Michelin Guide of the Coastlines,” curated by surfers, freedivers, oceanographers, and nature advocates.
To prove commitment, the platform replaced Corona.com entirely, turning the brand’s digital home into the ultimate beach guide.
– Sand Art Installation: 100 beaches hand-engraved into sand over 11 hours, a fleeting artwork washed away by the tide to symbolize nature’s fragility.
– Copacabana Launch Celebration: partnering with Todo Mundo No Rio, one of the world’s largest beach celebrations, transforming Copacabana into a stage for millions.
– WSL Finals, Tavarua (Fiji): On a Beach 100 island, a new kind of Opening Ceremony combined surfing’s best athletes with local traditions, artisanal craft, and global broadcast.
– Consumer Promotion: QR codes on every 100th Anniversary Corona pack, turning each bottle into a passport to the beaches.
Beach 100 Grant Initiative: In partnership with Oceanic Global, Corona launched a grant program.

Descente “The Next Peak”

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“The Next Peak” transformed the Great Wall of China into a ski slope, fashion runway and drone show stage. Overcoming logistical challenges and reaching millions online while providing guests.

Descente’s goal was to create a brand-defining moment that would cement its position as a leader in winter sports. We aimed to generate unprecedented awareness by demonstrating the brand’s core value – taking on challenges – in the most unexpected way possible. The key to achieving this was not just hosting an event, but by transforming one of the world’s most iconic and protected historical landmarks, the Great Wall of China, into a temporary winter sports stage, with full respect to the structural integrity of the Wall itself. We wanted attendees and online viewers to permanently associate Descente’s audacious spirit with this historic achievement.

The creative concept, “The Next Peak,” was directly inspired by Descente’s history of conquering five “legendary peaks” in winter sports. We positioned the Great Wall of China as the symbolic sixth peak for the brand to conquer.
The creative execution unfolded as an immersive narrative though a few key storytelling moments:
1. A custom musical score by a musician/composer set the emotional foundation throughout the event.
2. 1,500 drones transformed the night sky into a dynamic storyboard, illustrating Descente’s journey across their five peaks.
3. Custom-made lighting rigs and a specially designed lighting program turned ancient Wall into a contemporary runway.
4. The grand finale – professional athletes with the first ever ski performance on the Great Wall.

Drive to Monza by Peroni Nastro Azzurro 0.0%

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Monza was off-limits — so we brought the magic of F1 to Milan. DRIVE TO MONZA exceeded every expectation: emotion, visibility and style signed Peroni Nastro Azzurro.

After a standout debut year, Peroni Nastro Azzurro returns to the track with even greater passion. In 2025, alongside Scuderia Ferrari, its goal is to become the most visible brand during Monza GP Week — not just by telling a story, but by making people live it.

1) Engage both fans and lifestyle lovers in a memorable, emotional experience.
Expected attendees: 10,000
Expected UGC: 1,000

2) Strengthen premium positioning by aligning the brand with motorsport as an icon of style

3) Boost awareness and consideration, reinforcing an aspirational image
Total reach: 32M
Views: 52M

4) Maximise visibility and media resonance through highly newsworthy content
Press hits: 60
PR reach: 15M
Organic TV features: 1

The Monza GP was approaching — but Monza was off-limits. The circuit, fully owned by our competitor, shut us out of any activation.
Our bold solution: bring Monza to us, in true Peroni Nastro Azzurro style.

Thus,?DRIVE TO MONZA?was born — turning Milan into the unexpected epicenter of Formula 1. At?Palazzo Reale, overlooking?Piazza Duomo,?The House of Peroni Nastro Azzurro 0.0%?became the stage where sport met lifestyle.

Inside, an immersive experience for drivers, VIPs and media.
Outside,?Charles Leclerc and Lewis Hamilton’s parade, broadcast live on?Sky Sport, ignited a Piazza Duomo packed with Tifosi.

To fuel?FOMO, we played with scarcity and secrecy: only a few details, released exclusively to Sky Sport and selected media.

DRIVE TO MONZA wasn’t just an event. It was a statement. A manifesto. Peroni Nastro Azzurro celebrating Italian passion and style.

Gate to the Future – Samsung TX1 campaign powered by Gen3Gate

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The integrated campaign turned Samsung new TVs into a Web3 gateway—simple wallet flows, partners and a live gamescom show—making digital ownership useful, mainstream, and measurable, delivering ROI×50

Turn curiosity about new technologies like Web3 into everyday use and transform Samsung’s lifestyle TVs—especially The Frame—into living canvases for digital art. The project TX1 (on GEN|3|GATE) set five goals:
1. effortless TV onboarding (first of its kind globally);
2. NFTs with real utility (art, gaming, perks);
3. a clear path to purchase via a Web3 TV Bundle and Samsung×Ledger custom wallet;
4. build cultural relevance and bonding by transforming digital experiences into IRL (in real live) at gamescom;
5. reposition the new lifestyle TV – The Frame – as the premium “gallery” for digital ownership, linking world-class partners to the living room.
Desired actions: buy your Web3 bundle, connect your wallet with the TV, claim your rare NFT, display it on The Frame, explore partner worlds and participate in quests.

Idea in one line: Turn the new Samsung Lifestyle TV into a Web3 gateway and connect it to real culture.
What’s distinctive:
• TV-native onboarding: From “crypto websites” to living-room simplicity.
• Platform, not one-off: Reusable GEN|3|GATE and GEN3RATOR NFT for future collabs.
• IRL + Live format (gamescom): Web3 content embedded into the stage program, live demos, and multi-hour livestreams—bringing non-crypto audiences in at scale. Innovation and why it mattered
• GEN3RATOR NFT: A reusable collab tool. Grows utility over time. Supports new partners.
• Samsung NFT Gallery TV App: Wallet connect on TV; token-gated playlists; fewer steps.
• Web3 TV Bundle + Samsung×Ledger custom wallet: Trust + purchase path in one offer.
• First of its kind Partner stack: Illuvium/Wilder (AAA gaming), Polygon (scale/speed), World of Women (inclusion), Belvedere (heritage art). Adds credibility and audiences.

Heineken – The Workshop

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Heineken transformed boring office workshops into surprise Champions League watch parties across LatAm, connecting with fans during working hours.

Heineken’s main objective was to strengthen its global sponsorship of the UEFA Champions League by making it relevant and engaging in Latin America, where matches occur during office hours and millions of passionate fans are stuck at work. The challenge was to transform this frustration into a unique brand experience that would generate emotional connection and widespread visibility.
By creating corporate workshops that turned into epic Heineken watch parties, the goal was to:
· Surprise hardcore Champions League fans and reward their passion.
· Reinforce Heineken as the brand that makes any moment feel like Champions.
· Drive massive PR and earned media coverage across the region.
· Achieve high ROI and buzz beyond local borders.
Ultimately, the event aimed to elevate brand love, amplify Heineken’s role as the beer of football, and prove that with Heineken, even office hours can become Champions League time.

The creative concept was built on a powerful cultural insight: in LATAM, UEFA Champions League matches take place during office hours, when fans are trapped in mandatory meetings. Instead of competing with this frustration, Heineken embraced it and turned it into the idea. We designed The Workshop, corporate conferences staged in four different countries across Latam, scheduled exactly at match time. Everything was deliberately boring: endless speeches and awkward dynamics. Just as the whistle was about to blow, the screen glitched and football legend Roberto Carlos appeared, inviting participants to a secret UCL. A hidden watch party was revealed with a giant LED wall and ice-cold Heineken. The innovation lay not only in turning frustration into celebration, but also in orchestrating this transformation in perfect synch across multiple countries. By combining immersive staging, surprise storytelling, and flawless regional coordination,

IQOS Forever Curious Campaign

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IQOS fused art, music & product in a cultural platform with artists Irina Rimes & Roman Tolici. Limited-edition devices became lifestyle must-haves, engaging fans online & offline.

IQOS wanted to connect with urban, digital-native audiences by moving beyond standard artist endorsements and into authentic cultural curation. The ambition: to launch the new global brand platform Forever Curious under the local expression Enjoy the Unexpected, integrating product and culture. The goal was to democratize art, often seen as elitist, by merging it with music, while placing the limited-edition devices at the heart of the experience. For this generation, products must feel personalized, creative, and become fashion or cultural statements. IQOS responded with devices signed by both artists, turning them into lifestyle must-haves.
Desired impact: strengthen relevance among targeted audiences, inspire UGC participation, and generate brand desirability. After the campaign, participants were expected to associate IQOS with artistic freedom and perceive the device not only as technology, but as a creative, collectible object.

The concept “Enjoy the Unexpected” gave two leading artists total freedom to blend their universes: Irina Rimes’ music and Roman Tolici’s visual art. The innovation came from turning a one-off collaboration into a multi-layered cultural platform: two original songs, two original paintings, a music video, concerts, limited-edition devices, and co-creation challenges. Art became participatory: fans voted, rewrote lyrics, designed merch, and contributed footage for the video. The limited-edition IQOS devices were both product and artwork — a lifestyle object and cultural statement. The brand shifted from sponsor to cultural enabler, creating a playground of creativity for artists and fans. Bold, curiosity-driven, and rooted in product design, the project pioneered a new way for brands to empower authentic collaboration and inspired the development of other campaigns in IQOS markets.

Coke Studio at Lollapalooza 2025

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Coke Studio takeover at Lollapalooza Brazil through an immersive activation engaging Gen Z with music, prizes, and real-time experiences to amplify Coca-Cola’s cultural impact.

Music makes the heart of Gen Z beat faster—and Coca-Cola knows it.
In 2025, the brand decided to become the most striking beat of Lollapalooza Brazil. More than setting up a branded area, the objective was to occupy the festival as a whole, accompanying fans before, during and after the shows.
The project aimed to recruit new consumers by turning Coca-Cola into a cultural reference point inside Lolla. The key goal was to capture a relevant number of qualified registrations, build a continuous CRM base, and strengthen Coca-Cola’s role in the lives of music fans, ensuring the brand was not only seen but also desired and actively engaged with throughout the festival journey.

The creative idea was inspired by the multiplicity of points of view (POV) that make festivals unique. Coca-Cola materialized this concept through an immersive Coke Studio space built with reflective and permeable structures that multiplied perspectives and transformed movement into design.
Innovation came from reimagining a common festival item—the cup—into a media and engagement tool. Through QR codes, every sip became an entry point to exclusive prizes like Instax cameras, backstage passes, and customized straps.
Unlike the traditional “register and wait” model, communication, participation, reward, and redemption all happened in real time, creating a dynamic flow of people to the Coke Studio. The result was an original activation that broke sponsorship boundaries and resonated both on-site and online.

Connected Sensations by Ploom

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An immersive installation at Milan Design Week celebrating the launch of six Ploom Front Panels – blending art, design, and technology in a multisensory experience.

“Connected Sensations by Ploom” aims to narrate the launch of six limited-edition Front Panels by transforming it into a visually and emotionally immersive experience. The six Front Panels, created by international artists from key brand markets, become the core of a sensory journey that merges art, technology, and design. Each environment interprets the panels through light, sound, and movement, engaging visitors in a narrative that invites them to explore the creative vision of the Ploom Design House. The objective is double: to enhance the product’s aesthetic potential and to strengthen the relationship between the audience and the brand through a participatory experience. The event is set within the context of Milan Design Week, with a strong strategic positioning supported by interactive content, social activations, and a rich program of experiences.

“Connected Sensations by Ploom” is an installation designed to enhance the launch of six limited-edition Front Panels through an immersive experience. The creative concept is based on the idea that every visitor represents an active element within the system: their presence generates visual and sound interactions that transform the environment itself. Each space is conceived to reflect the identity of one of the six Front Panels, created by international artists, and to stimulate connections between people, content, and the brand. The goal is to communicate the product in an engaging and contemporary way, using technology, design, and interactive storytelling.

The New Market

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The New Market, an experiential event and pop-up, held from May 20 to June 8, 2025, at the El Corte Inglés Castellana esplanade in Madrid, which goal was to change Gen Z’s brand perception.

Overcome the impact and attendance standards of previous editions.

To position the “NEW” universe as a cultural benchmark for Gen Z

Design an immersive and aspirational experience
that breaks down barriers and empowers creative freedom.

Connect emotionally with Key Opinion Leaders and young influencers, strengthening the bond with the brand.

The central structure, a mirror-effect cube built with recycled materials, acts as the gateway to this experience, which unfolds at a height, through containers that simulate elevators that lead to the “NEW floor”: a fictional rooftop inspired by the mythical “from Madrid to heaven,” a space that invites visitors to live, see, and feel as if they were above it all… the very place where dreams come true.

Lords of Fallen II: Tattoo Sanctum at Gamescon 2025

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Gaming convention activation to build pre-launch excitement with gaming community, focused on immersive brand engagement through tattoo experiences.

Tattoo Sanctum aimed to transform early anticipation for Lords of the Fallen II into lasting brand commitment over a year before launch. CI Games needed a bold presence at Gamescom to capture and retain attention on a crowded floor without a traditional demo.
Goals: Generate pre-launch buzz through immersive world-building that placed fans inside the universe, and create permanent emotional connections via tattoos inspired by the game’s lore.
Strategic Objectives: (1) Deliver distinctive engagement beyond standard demos, (2) spark organic social sharing through tattoos and photo moments, (3) position CI Games as an innovative, fan-first publisher, and (4) build a core of advocates to carry momentum through launch.
Desired Outcome: Attendees leave proud to display their mark as proof of belonging, eager to share, and more deeply invested in the game, its characters, and its lore.

Immersive, engaging and disruptive, the Tattoo Sanctum redefined what a Gamescom booth could be by merging dark-fantasy world-building with real tattoo artistry. Fans stepped into a lore-driven sanctum where professional artists offered permanent ink or henna designs inspired by the game’s runes, symbols, and characters. This industry-first approach turned brand engagement into a lifelong mark of fandom. The booth itself became part of the story: glowing runes, UV-enhanced art, and immersive scenic elements echoed the realms of Lords of the Fallen II. An innovative booking system managed demand and maximized throughput, ensuring a seamless guest journey. By blending gaming and tattoo cultures, we delivered an activation that was both theatrical and personal—an unforgettable fusion of art, fandom, and innovation that transformed attendees into living canvases and brand ambassadors.

Experience a day in the life of a Rally World Champion!

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B2B event for key distributors worldwide to motivate, say thank you for the year results and to convert prospects to the customers/orders. The event focused on brand and products promotion, networking

Main goal is to create the unique experience /concept, to develop Wolf Lubricants brand (one of the main brands of the company) and grow the business (instrument to convert prospects to clients, receive new orders, grow sales in different regions, strength the relationship with the existing customers). Effective tool to activate sales and marketing campaigns. Customers should participate in the sales campaign 2 – 6 months prior the event to reach the certain target in volume to win the participation in the experience. During the event customers receive the information about the brand innovations, product segments (PC, HD, Moto), meet the brand ambassador, have business meetings with our sales and marketing managers to discuss the contracts and orders. Customers experience the product in action, being a co-pilot of the Rally Champion during the custom rally stage.

Experience a day in the life of a Rally World Champion!
As the Official Lubricant Partner of the FIA World Rally Championship (WRC) with the Wolf Lubricants brand we are committed to the very best in vehicle performance and precision. We propose our customers to experience the thrill of rally themselves. Speed through the dedicated Wolf rally stage where everyone will be the co-driver of Marcus Grönholm – 2-time WRC Rally Champion – real world rally legend, win the cross-karting competition and visit Marcus’ private museum to discover all his racing stories. Our customers get unforgettable experience to be a part of the rally world and not just spectator.