At the 2026 Turin International Book Fair, Treccani partnered with Europe Media to dominate the city with a DOOH campaign during one of Italy’s most important cultural and editorial events.
Project Overview
Client: Treccani Channel: Outdoor / DOOH Country: Italy Date: May 2026 Creative Agency: The Washing Machine Italia
Context and Strategic Challenge
The Turin International Book Fair draws hundreds of thousands of visitors each year, transforming the city into a cultural hub of national and international significance. For Treccani — a historic brand and reference point of Italian culture and publishing — the challenge was to establish a strong, authoritative presence across the city during the 5-day event, intercepting visitor flows and amplifying their new institutional campaign.
The Solution
Europe Media activated large-format digital LED walls at three strategic locations across the city, selected to maximise coverage in the highest-traffic areas during the fair:
- Via Bologna
- Via Nizza
- Corso Sommeiller
The Campaign: “Yesterday, Today, Treccani”
The DOOH placements hosted the new institutional campaign developed by The Washing Machine Italia. The creative concept tells the story of Treccani’s ability to transcend time, bringing the brand’s historic identity into dialogue with the languages and tools of the present.
From illuminated manuscript to search bar, from blackboard to screen, from fountain pen to digital message: a visual confrontation between past and present that captures the evolution of how knowledge is passed on — confirming Treccani as an authoritative reference point of Italian culture.
The Value of the Approach
For high-attendance events like the Book Fair, the quality of territorial presence is everything. The carefully selected touchpoints and the visual impact of the digital LED walls ensured Treccani maximum attention, brand recognition and communication continuity throughout the entire duration of the event.
