A new unconventional campaign took place in Lucca, Italy, to launch 'Citadel: Diana' the new Prime Video Original chapter expanding the Citadel spyverse, and starring Italian actor Matilda De Angelis as a civilian turned into a spy. Here’s why to amplify the concept 'Anyone could be a spy', Prime Video and Ogilvy Italy chose the most famous spies in the world: Italian grannies.  

A unique out-of-home campaign captivated attendees at the Lucca Comics & Games festival, held from October 31st to November 3rd. Leveraging the historic charm of Lucca, the campaign transformed balconies throughout the city centre, between Piazza Duomo and Piazza San Francesco, into mock espionage headquarters.