On November 4th, 2009 the famous All Blacks rugby team came to Italy for a game vs our national team. The challenge was to attract people to San Siro, one of the biggest Italian stadiums with more than 80.000 seats. Not an easy task in the land of soccer. We launched an integrated campaign. For press  outdoor, the idea was very simple: if you dig a hole in the ground in Italy, you end up exactly on the other side of the world inЕNew Zealand! Ambient wise, we positioned a life-size statue of a player of the Italian National rugby team at the end of the Malpensa Express track that welcomed the All Blacks to the center of the city. 
The message read: УWe r ready to push the All Blacks backФ.
The campaign helped to sell out the stadium.