The challenge
For the launch of the new series The Paper on Sky and NOW, the sitcom had to step off the screen, where nobody expects it. A comedy set in a newspaper office needs a place where you can really breathe that air, open to passers-by and not just to those watching on TV.
The idea
We opened the doors of the Toledo Truth Teller office by branding a newsstand in the heart of Milan. The newsstand became the headquarters of the series’ newspaper: a real place to walk into and spend time in, born from the story the series tells.
The result
For a weekend, anyone passing through Milan could step into an episode of the sitcom, collect gifts and meet the talents who took part in the activation. We handled the production of the event and the creative strategy that held it together.
