Sanpellegrino CIAO! brings Italian dolce vita to life across streets and stations with Bauer Media Outdoor

From April 27 to May 10, Bauer Media Outdoor invites Belgians to experience la dolce vita alongside Sanpellegrino. To celebrate the launch of its new sparkling CIAO! range, the brand is rolling out a bold and immersive nationwide campaign designed to bring a breath of summer into the heart of the city. Watch the campaign activation in video.

Built around the idea, “We can’t send you the Sicilian sun. How about this instead?”, the campaign sets the tone from the outset: a sunny escape, accessible to everyone, without stepping away from everyday life.

To bring this experience to life, Bauer Media Outdoor went big, with an activation as expansive as the Mediterranean itself. The out-of-home campaign takes over streets across the country through 36m² More O’Ferrall billboards and Billboard Live Street, Bauer Media Outdoor’s large-format digital network. At Antwerp Central Station, Urban Media, the company’s creative division, transformed the station into a fully immersive visual experience featuring Supersized Frames, Elevator Walls XL, Wrapped Railings, Full Wrapped Escalators and Full Wrapped Stairs.

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Across all these formats, the messaging was carefully crafted to connect with commuters and the unique setting of the station, including lines such as: “For those dreaming of the Sicilian sun. But waiting on the platform.”

The cherry on top? CIAO! -themed pop-up stands across Belgium, giving passers-by the opportunity to discover the range for themselves.

“Some launches simply make you smile, and this is definitely one of them,” says Nestlé Waters. “Through this campaign, we wanted to offer Belgians a moment of escape, a colourful, light-hearted and guilt-free break.”

This campaign is the result of a collaboration between Nestlé Waters, WPP, Urban Media and Bauer Media Outdoor, driven by one simple idea: offering a journey without a ticket, but with a genuine promise of freshness.