Challenge

Porcelanosa, a globally recognized design brand, aimed to elevate brand awareness and foster a high-end  association with audiences in key international markets during their 2025 IMAGE campaign.

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Their objective was to:

• Replicate the success of past IMAGE campaigns on a larger, global scale. 

• Reach affluent, design-savvy audiences in major cities across the US, UK, and France. 

• Deliver an impactful presence during international design weeks despite varying market formats and media availability. 

Solution

We collaborated with Initiative and Normmal to deploy a high-impact OOH strategy across three regions. 

• In the US, Porcelanosa was featured on iconic large-format digital screens in New York and Miami. 

• In the UK, the campaign targeted high-footfall, design-focused areas of London, Manchester, and additional regional cities using prominent digital placements. 

• In  France, where large digital formats are less prevalent, the strategy pivoted to wrap trams in Nice, Bordeaux, Toulouse, and Saint-Étienne, ensuring memorable, mobile impact.

Results

The campaign was strategically designed to maximize brand presence and impact:

• Executed a visually-led campaign to build positive brand association during design week. 

• Delivered strong visibility through high-traffic formats tailored  to each market’s landscape. 

Reinforced Porcelanosa’s position as a premium design brand among target consumers and interior design professionals.