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    What happens when you decide to apply a concept to turn an entire area into a communication media? To launch the 11th season of The Big Bang Theo… Read More
    What happens when you decide to apply a concept to turn an entire area into a communication media? To launch the 11th season of The Big Bang Theory we've "sheldonize" a neighborhood of Milan. Read Less
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After 10 seasons of The Big Bang Theory is sure that the series’ fans have developed high scientific skills. 
For the launch of the 11th season on Infinity TV (an Italian streaming service), we turned an entire area of Milan into a massive, open-air science center, playing with visuals and words using the weird, but scientifically correct, language of Sheldon Cooper.
Metro Station: We changed the layout of the underground map to appear like an atom, the symbol of the serie
One way road: Unidirectional Flux
Plumber: Fluid phase manipulator
Sales: Primary value decreasing mutation of 50%
Tram: We changed the layout of the tram line to appear like a DNA chain
Roadworks: Ground destructuration in progress
Dentist: Oral cavity manipulator
Wet floor: Unknown factor - Destabilised gravitational field
Menu of the day: Metabolic option of the day - Mixture of digesting matter - Assimilable proteins for constituents renewal - Solid fructose
Music sheet: We changed the standard music notation with a music wave
The spontaneous awareness was so high that even one of the main TV news talked about it.
And even on social media people was so interested to decide to share our guerrilla action with their followers.
Credits:

Client: Infinity TV

Creative Agency: Leo Burnett Italia
Creative Director:  Massimo Verrone
Head of Art: Mattia Montanari
Copywriter: Anita Merlin
Account Executive: Francesca Nava
Producer: Giulia Linguanti
Production Company: Think Cattleya