2023 Clio Sports Awards: Hello Wins 3 Silver with a Light That Never Fades for A.C Milan

Nov. 20, 2023

Hello is proud to announce that it has won three silver medals at the 2023 Clio Sports Awards, which each year celebrates the best in sports advertising around the world, with the A Light That Never Fades campaign created for A.C Milan during the Derby match against Inter.

For football fans, the home is a place where passion for their team lives on every day, unceasingly. That's why, during the derby against Inter, Milan turned fans' homes into a silent but powerful statement of support for the team. In the days leading up to the Derby, AC Milan handed out red light bulbs to fans during the Milan-Lazio football match, at Casa Milan and in the Milan stores. Everyone was invited to light up their homes with red lights that, together with the darkness of the nights awaiting the UCL semi-finals, turned the sky red and black.

To allow fans around the world to take part in this ritual, the football club posted a totally red video on YouTube to be broadcast on people's devices to ignite the Milan passion in every home.

The brand has also illuminated iconic buildings all over the world, from Milan with an installation in the Duomo, the San Siro Stadium, the Istituto dei Ciechi, the Milan Convention Center MICO, the headquarters of Wefox Italia and Mansutti, the headquarters of Banco BPM, to the headquarters of Puma in Herzogenaurach and the Burj Khalifa in Dubai to give even more visibility to the campaign. Red-lit buildings around the world have joined the night and black skies to give life to the brand's legendary colors.

Sara De Mattia, Managing Director Hello said:

"To have supported A.C. Milan in a global multi-channel campaign that has allowed us to transform the entire city of Milan, and beyond, into a collective OOH, is a great satisfaction for us. The activation has generated an engagement of over 6.5 million worldwide, on all digital platforms. A cross-cutting success confirmed also by the 3 silver medals obtained in an international event such as the Clio Sport Awards, can only make us particularly proud."