Balconies and windows were turned in an unexpected media never seen before in Italy and the real laundry of Italian people (cleaned by ACE for real) into the only testimonial of the OOH campaign. With a minimum budget we achieved a maximum impact. And this multi-subject campaign was able to tell the brand’s story in a realistic and natural way, arousing the interest of passers-by, influencers and the press, who renamed the billboard “the open-air paintings of Naples".