GOLDEN GALA PIETRO MENNEA

How do you reinvent a sporting event born in the ’80s without falling back on nostalgia? And how do you turn the Golden Gala Pietro Mennea from a world-class athletics competition into an unmissable experience for fans?

We started with what makes the event iconic: its identity.

Inspired by a historic image of Pietro Mennea, we distilled the explosive energy of his sprint into a bold, essential graphic mark — creating a distinctive new logo built around movement, speed and performance.

From there, we developed a new creative platform and art direction, bringing every element of the brand under one consistent visual language: contemporary, immediate and designed to make an impact. The new identity was unveiled through a teaser and reveal campaign across the Golden Gala and Italian Athletics Federation’s official social channels, sparking curiosity and building engagement.

Then, we built momentum.

A multichannel content ecosystem kept anticipation growing all the way to event day, turning June 4 into a date athletics fans wouldn’t want to miss.

The campaign came to life across multiple touchpoints: from a Christmas ticketing campaign in La Gazzetta dello Sportto multi-subject print and social campaigns, targeted email marketing for FIDAL members, and a dedicated toolkit giving partners and sponsors everything they needed to keep the brand experience consistent.

And as the event approached, the campaign took over the city.

Rome became part of the experience, with static and digital OOH across the city and high-impact billboards throughout Fiumicino Airport, expanding the event’s reach and connecting with new audiences.

The result? Over 10,000 more spectators at the Stadio Olimpico than the previous year.