Anyone could be a spy

The new unconventional campaign to launch Citadel: Diana takes place in Lucca, to promote the new Prime Video Original instalment expanding the Citadel spyverse, starring Matilda De Angelis, as a civilian turned into a spy. Here’s why to amplify the concept “Anyone could be a spy”, Prime Video and Ogilvy chose the most famous spies in the world: Italian grannies.

During Lucca Comics and Games, from October 31st to November 3d, several balconies in the historical center of Lucca, from piazza Duomo to Piazza San Francesco, were turned into espionage headquarters. The balconies carried messages as proper OOH such as “Anyone could be a spy”, “Spies never retire”, and “Espionage is a tradition here”, highlighting the true nature of grannies, drawing the attention of passerby, and turning them into proper media.

The grannies interacted with many among the 800.000 visitors strolling around town during the 5 days of festival, questioning them around their identities and surprising them with unexpected snacks.

The campaign was created by Ogilvy for Prime video Italy, demonstrating in an ironic way that qualities such as observation and wit have no age, and that anyone, even your neighbor granny, can be an undercover spy.