The challenge

‍

Normmal, in collaboration with Initiative, came to billups to execute the first-ever Out-of-Home campaign for their newly won client, Porcelanosa.

The goal was to create strong brand awareness and positive brand association during Design Week 2022 in Paris and London.

The campaign needed to captivate a high-value audience of design-forward, affluent consumers.

The solution

We developed a targeted OOH strategy designed to dominate the visual landscape of both cities during the high-traffic Design Week period. The approach combined high-frequency formats to build reach, with contextual placements in design districts to ensure relevance and recall. Strategic elements included:

• Classic and digital formats including 300+ CLPs, DCLPs, and large formats for layered impact
• Targeted environments near Design Week events and in upscale neighborhoods
• Transit media such as buses to capture on-the-go visibility and commuter attention

This mix ensured broad city coverage while zeroing in on design-savvy hotspots, positioning Porcelanosa as an organic part of the Design Week landscape.

The results

The campaign delivered strong visual presence across Paris and London during Design Week, aligning Porcelanosa with design culture and high-impact locations.

• The media strategy ensured broad exposure in key design districts.
• Normmal and Initiative shared positive feedback on execution and coverage.
• Most importantly, this activation launched an ongoing partnership, we continue to support Initiative, Normmal, and Porcelanosa on OOH campaigns across the UK, France, and the U.S., Porcelanosa’s main markets outside Spain.