My Famous Bucato has been a non-traditional and impactful outdoor campaign because nobody used this "natural media" (the windows and balconies of Naples) before. The billboards had a huge visual impact arousing the interest of passers-by, influencers and the press, who renamed the billboard “the open-air paintings of the Spanish Quarter”. A multi-subject campaign that was able to tell the brand’s story in a realistic and natural way by framing the real laundry of Italian people (cleaned by ACE for real) into the only testimonial of a simple but relevant ooh campaign all with a really low budget .

The past year was the best one for the city of Naples. The city won the Italian football Serie A title and was also the scenario of important Netflix Italian Series. Because of this reason in 2023, Naples has stood out as the driving city, touching unprecedented levels of tourist turnout.

Everyone and every brand wanted to be there. But few could do it properly because all the media spaces went sold out because of the increasing popularity of the city. That's why we created a new media.

Also Naples is worldwide famous for its laundry hanging out to dry. It's a symbol that Italians are really proud of. Tourists take pics of it and post it on their social and it is also protagonist of films, music videos, travel blogs and fashion campaigns. A testimonial already famous and in the spotlight but not considered by brands competitors.

Additionally, according to data, Naples is the city that uses ACE products at most. The perfect natural scenario to promote its efficacy with a real and unexpected campaign that took place in its street.

Every client asks creatives to accept a mission impossible and produce a successful, low-budget campaign, but with a famous testimonial. ACE wanted also to ride the fact of being the n.1 brand of house cleaning products most bought in Southern Italy and wanted to do it in a fresh and never done before way. For ACE, we achieved this by choosing a perfect real and free (but still really famous) testimonial, the laundry hanging out to dry in Naples, and by creating a new media, the balconies and the windows of the city to frame the laundry.

This campaign took place in a specific moment in which there were no more classic media spaces available in the town due to its success and popularity and for this reason the challenge was even harder.

The iconic laundry, framed against the backdrop of balconies and windows, became the protagonist of an impactful OOH campaign in a series of billboards that the national press and social media renamed: “the open-air paintings of the Spanish Quarter”.

The campaign brought strong appreciation from the current and potential target that reverberated on an increase in the growth rate of 6% higher in August than in July. And also the brand perception changed, people and competitors brands are looking at ACE as a benchmark and as a easier and funnier brand.

The operation lead to:

40 million impressions

210K engagement

1,2 million earned media

All with zero post production and zero human testimonial.

With a strong out-of-home campaign we put a content where people could see it, and had the potential to be shared online. To do this for this operation we created a new media that was ignored by competitors and we were able to set this innovative ooh campaign for the Italian market. This strategemma allowed us to create a campaign in a territory not manned by competitors and at a time when it was not economically accessible for ACE to use traditional media, all made with a low budget.