Album Calciatori Panini 2025–2026

We partnered with Panini to define and deploy the launch campaign for the Calciatori Album 2025–2026. Our contribution focused on transforming an editorial product into a cultural experience, positioning the brand not merely as a collection, but as an intergenerational community and a collective ritual capable of renewing itself over time.

The project was driven by the ambition to strengthen the sense of belonging that has defined the Calciatori Panini universe for over sixty years. Building on an in-depth analysis of the brand’s DNA, the bicycle kick was identified as the campaign’s central strategic asset: an iconic and universal symbol able to connect long-time collectors with new generations. This insight gave shape to the concept “Show Who You Are”, which places the individual at the heart of the community and celebrates passion and creativity as shared languages.

We oversaw the entire creative and production process, reinterpreting the historic 2009 TV commercial through a contemporary lens and translating its core values into an emotional, high-impact visual narrative. The concept was then rolled out through an integrated multichannel strategy, spanning television, social media and digital out-of-home across major railway stations, ensuring a consistent, authoritative and widespread presence.

A 360-degree approach that strengthened the bond between Panini and its community, amplifying the message across all launch touchpoints.