Back in the game
New year, wider circles, a few side projects on IG, and a heavy dose of OOH to start things properly.
Hi Friends, and welcome back,
Hope the break treated you well. This year, I want to widen the circle a bit. More collaborations, some events you might actually want to attend, and a chance to bring you stories from there.
During the newsletter break, I kept myself busy on Instagram. I launched a small format built around the best Mad Men moments. Perfect if you’ve seen it, a solid excuse if you haven’t. If you like the snippets idea, let me know. DM works.
I also wrote a couple of pieces that accidentally landed right in the middle of a trend. 10 Things Turning 10 Today. I swear, when I wrote it, there was no 2016 hype. Or maybe there was and I absorbed it by osmosis. And What My Sister’s Christmas Gift Taught Me, unpacking the Trader Joe’s bag case.
Now back to business: a proper feast of domination and OOH. Heineken, Financial Times, BIC, plus a small Heinz gem worth your attention.
Welcome back again and have a good read.
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ADVERTISING
Heineken hijacks the Bakerloo Line
Heineken and Transport for London turn the Bakerloo line into “Bakerl0.0” for Dry January, temporarily rebranding one of London’s most iconic tube lines to promote Heineken 0.0. Stations get renamed, signage gets tweaked, and for once, drinking on the Tube is officially allowed, as long as it’s alcohol-free. It’s a bold piece of domination that hacks public infrastructure to start conversations around moderation and social drinking. Smart, loud, very Heineken. But also controversial. Critics pointed out accessibility issues, passenger confusion, and an uneasy feeling that a brand was stepping too far into functional public space.
ADVERTISING
BIC's Bold Tribute to the Pen
BIC has taken a nostalgic stroll down memory lane with its latest outdoor campaign, 'Inkredible', crafted by The Reactor. This bold reminder of the BIC Cristal Original's 3km writing capacity celebrates a design classic that has been with us since 1950. The minimalist approach, featuring iconic blue ink, showcases the pen's legacy in a way that makes you say, 'Wow, I didn't realize.' But really, it's just BIC being BIC.
FEATURED
A bunch of news from my network :
- Tanqueray teams up with Sarah Jessica Parker to champion the power of ‘No’ in a bold new campaign [source Alessia Palmieri linkedIn]
- Trentino Marketing and Ogilvy Italia showcase local volunteers welcoming the world for Milano-Cortina 2026 [source Valerio Musilli linkedIn]
- Airbnb rolls out a citywide OOH campaign in Milan, prepping for the Winter Games with local tips from real Hosts [source Maria Vittoria Felli linkedIn]
- ART News lands in Italy, aiming to brighten up culture and art for everyone [source Vito Pace linkedIn]
- Kioene flips the script on meat with a shocking #Veganuary campaign that got everyone talking [source Simone Mascagni linkedIn]
- Rotoloni Regina hits the airwaves again, proving they’re the paper that never dies with a new campaign featuring a timeless mummy [source Marco Giacalone linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Archistorm: 10 of the world’s most spectacular tree houses
Pills for geeks: What the data says about Wikipedia
Playlist: This MTV time machine app lets you stream vintage music videos
Nat Geo: The Hidden Engineering of Niagara Falls
Infomaniac: China drinks far less than it did in 2015
MARKETING
Mktg picks not to miss
- Apple taps Google Gemini to power AI features in multiyear deal
- Disney details vertical video efforts and AI-aided media planning for 2026
- OpenAI to begin testing ads on ChatGPT in the U.S.
- Spotify hikes U.S. Premium subscription price
- Beyond Meat moves into the beverage aisle with a new protein drink
ADVERTISING
Unlocking the Secrets of Financial News
In its latest campaign, 'For The Why', the Financial Times, teaming up with New Commercial Arts, takes a swing at the competition by promising deeper insights beyond just headlines. The campaign insists that the FT provides the 'why' behind the news, something readers find increasingly valuable in today's headline-heavy world. With a hefty subscription price, the FT claims that knowledge is worth paying for, and in a time where nuanced political reporting is scarce, they may have a point.
ADVERTISING/DESIGN
Heinz unveils ingenious Fry Box Design
Heinz, in collaboration with Rethink, has turned the fry box into a condiment dream with their new Dipper. This innovative design features a hidden ketchup pocket for all you fry enthusiasts who want to dip without the mess.
Thank you so much for reading this far - I truly appreciate it. Last week’s most-clicked link was:
- Brunello Cucinelli’s Feelosophy campaign takes over Harrods, featuring a griffin named Philo in a modern legend. [source Davide Canepa linkedIn]
Brilliant rundown of that Bakerloo stunt. The whole infrastructure takeover thing is genius from a reach perspective, but that accessibility critique is spot on tbh. I actually rode a branded train line once in Tokyo and teh cognitive load of double-checking station names was real, even for a local. The tension between brand amplification and public utility is gonna get messier as OOH gets bolder.