Armani were looking to promote a unique underwear collection to coincide with key international tennis tournaments in France, Italy and the United Kingdom.
Metro proposed a beautiful magazine style 6-page glossy gatefold cover wrap to be distributed in central areas of capital cities of Rome, Paris and London.
40,000-50,000 copies were distributed by promoters in key locations in each targeted city (40,000 in Milan, 50,000 in Paris, 75,000 in London).
Locations were carefully selected with the client. Busy shopping districts and distribution points close to Emporio Armani retail outlets were chosen to maximize the impact of the campaign.