The client
When Innocent Italy came to us with a brief to take over Milan's trams and buses for the summer, we didn't think twice. Big colorful fruit, cheeky copy, and the kind of energy that makes commuters smile on a Monday morning — that's very much our kind of project.
Innocent is one of those rare brands that actually practices what it preaches. Genuinely good drinks, genuinely good vibes, and a personality so consistent you'd recognize it on a napkin. We've been working alongside their Italian team for a while now, handling the full creative output — from in-store assets to event graphics — and every brief they send us feels like a invitation to have a little fun.
The brief
With summer knocking on Milan's door in June 2026, Innocent wanted to hit the streets — literally. The mission: full tram and bus coverings across the city, turning everyday public transport into moving billboards bursting with fruit and freshness. No half measures. If you were in Milan this June and spotted something bright rolling past you on the tram, that was us.
Our creative approach
OOH at this scale is unforgiving — what works on a screen doesn't always work at 12 metres long and moving at 40km/h. So we designed for the street: bold shapes, high contrast, visuals that land in under two seconds. The Innocent world is already rich — playful, colourful, a little bit silly in the best way — so our job was to stretch it into a format it had never lived in before, without losing any of that signature charm. Every panel had to feel like Innocent. Every curve of the tram had to work with the design, not against it.
The result? A campaign that felt less like advertising and more like the city itself was in a good mood.
