Mou Factory for Addendo
Alzaia Naviglio Grande | Milano 2013
The OOH project animated a maxi billposting with a video mapping made on the distinctive elements of the Heiniken campaign: freshness has therefore become a live show. Every evening for a whole month, 440 square metres of projection show, in one of the icon places of the happy hour in Milano.
The billboard has found a second life, in a third dimension that represents a powerful evolution. The billboard changes itself according to the models and the rhythms of urban life: the daytime life that takes place within the parameters of the custom of known and expected things, and a nightlife, mysterious and surprising, that immerses the viewer in a dynamics of astonishing and unexpected lights and graphic effects, that involve him and change his perception of urban spaces.
Moufactory was part of the team that made possible the campaign "Alive" for Heniken, on air throughout the whole month of June.
In close cooperation with Addendo, strategic unit of Urban Vision, we contributed to the creation of a newness of unquestioned significance in the overview of special projects for Maxi Billboard.