This is a University project for a real client which was, Milano City Marathon, one of the most important Marathon in Europe. Every Years thousands of runners come to Milan to participate to this very special event. MCM ask to NABA to create a new poster for the event and also to think about a new way to advertise the event in an unconventional way. My team was composed by me as Art Director and illustrator, Lino Bellissimo as a Copy and Strategist, and Giulia Macrì as Art Director and Graphic Designer. Our project as always started from an idea:

Everyone in Milano are always on the run.

And often the frenetic rhythm of this city doesn’t look good to the people from the other parts of Italy, very frequently the haste and the urgency are the negative features of Milan, its traffic and its people. How can we overturn this stereotype? How can we communicate the happiness of this event?
We overturn the old concept to a new one that shows the haste people in a new way, an ironic way:

Milan never stop running.

We use the haste and the urgency as a pretest to let you know that people in Milan are always on training waiting for the Marathon.
Enjoy our project.