Kellog's' new out-of-home campaign transforms Cadorna and Termini into immersive experiences

Kellogg's has launched a high-impact OOH campaign that brings one of its most iconic assets back to the centre of its communications: the Cornelius rooster.

The brand has chosen to take over two of the main hubs of Italian urban mobility, Milan's Cadorna station and Rome's Termini station, through a Station Domination project carried out in collaboration with IgpDecaux and Dentsu.

An immersive experience

The activation accompanies the return to everyday routines in September and transforms the morning into a narrative platform capable of engaging with millions of commuters, students and travellers. Through a series of contextual messages and extensive use of the station spaces, Kellogg's builds an immersive experience that taps into the moods typical of the post-summer restart, from returning to the office to going back to school.

The creative concept

The campaign, dedicated to the world of cereals and Kellogg's snack bars, unfolds through a series of copy lines designed to surprise consumers at the heart of their everyday lives. “September, we face you with our heads held high”, “Did the rooster crow too early this morning?”, “Please do not leave rumbling tummies unattended” and “From breakfast onwards, it's all downhill” are messages that tap into different moments and emotions, turning them around in a positive way. At the heart of the creative concept is a simple, authentic insight: not all mornings are the same, and some can be more challenging than others, such as those when returning from holiday; Kellogg's therefore renews its closeness to consumers, accompanying them from breakfast through to snack time, every morning.

The campaign does not merely take over the station, but transforms it into a true brand experience. The comprehensive branding of corridors, walls and pedestrian routes, together with the iconic red footprints of the Cornelius rooster, creates a narrative ecosystem that accompanies passengers throughout their journey. Passing through the station is thus transformed into a sequence of interactions capable of engaging with the context and the moment being experienced by people.

Strategic hubs

The planning prioritised two strategic hubs such as Cadorna and Termini, iconic places in the return to everyday life and high-traffic points of contact. Here, IgpDecaux's OOH fully expresses its ability to combine reach, impact and contextual relevance, strengthening Kellogg's' presence along consumers' daily journeys. Through language that is close to people and perfectly integrated into the codes of the underground, the campaign accompanies the return to routine with a positive and engaging approach.

Dentsu handled the strategy and media planning for the initiative, enhancing the continuity of the journey and the contact experience throughout the entire consumer journey within the two Station Domination activations. Dentsu Creative instead developed the creative concept, transforming the insight “with you every morning” into a story capable of reinterpreting the typical codes of the underground.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.