Dickies
Lancio 247 OOH
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The request
Dickies launched the new 247 Work Pant, iconic trousers that move with the rhythm of real life and creativity. Playground supported the brand in adapting digital and OOH materials, bringing the campaign to Milan and Paris with special activations designed to amplify the international storytelling.
The project
For the 247 campaign, we showcased the versatility of the new Work Pant, designed for those who live 24/7, through urban and dynamic visual storytelling. In Milan, from 23/09 to 20/10, a fully branded Sirietto tram made Dickies instantly recognizable: black background, logo and QR codes calibrated on all sides, and B/W images of Diego Naska created an iconic, interactive experience perfectly integrated with the city flow. In Paris, from 27/10 to 2/11, Digital Screens in locations such as Opéra, Citadium Beaubourg, and Printemps featured synchronized multiscreen animations across multiple displays, with the Ezra Collective embodying energy and rhythm, perfectly reflecting the 247 spirit.
The results
The 247 campaign turned the Work Pant launch into a cross-media experience with strong visual impact and authenticity. In Milan, the Dickies tram became an urban landmark, boosting brand awareness and strengthening connections with the local creative communities. In Paris, the multiscreen animations brought energy and rhythm to the city center, highlighting the campaign’s musicality. In both cities, the project showcased the versatility of the 247 Work Pant through design, recognizability, and dynamic storytelling, making Dickies a 24/7 presence both on the streets and digitally.
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