Agency assignment
A summer to fall for
Creativity and an unconventional mindset. These were the pillars of Kiabi’s brief, the French fast-fashion brand for the whole family challenged us to craft a campaign for its 2025 beachwear collection that would break the everyday routine and flood the city with color, fun and summer vibes. The mission? To strengthen Kiabi’s positioning as an accessible love brand, boost brand awareness, and spark a shopping crush — both in-store and online at kiabi.it
Concept & Storytelling
Dive into summer with Kiabi
Why wait for vacation to feel like you’re on one? We started with this simple question to create a concept that’s immediate, engaging, and perfectly in line with the brand’s DNA. Our storytelling begins in the city, its habits, its visual and narrative codes and turns them upside down, bringing summer where you’d least expect it. Through a mix of ironic messages, we invited people to dive into a light-hearted, positive, and inclusive summer, 100% Kiabi style.
Media Strategy
Good vibes, everywhere
The campaign was rolled out across Italy with a high-visibility, fully integrated media mix. OOH and DOOH played a major role, with standout placements like the metro domination of Milan’s MM1 Centrale. But Kiabi’s summer didn’t stop offline: smart TVs, social media, and display ads brought the message into digital spaces as well, amplifying reach and reinforcing the brand’s omnichannel positioning.
