“Pope for a Day” with Urban Vision’s Activation for the Launch of the Sky Original Series The New Pope
Becoming Pope for a day? Participants were photographed and “framed” in the series’ poster, replacing John Malkovich and standing next to Jude Law, who was already the star of The Young Pope.
The personalized posters were then displayed on the large digital screen in Piazza San Babila, courtesy of Urban Vision, and sent via email to participants, allowing them to share their images on social media using the hashtag #thenewpope.
This special project, which turned viewers into the stars of the campaign, was a great success, sparking curiosity and attention among passersby during the busy pre-Christmas days. The Urban Vision team, wearing sweatshirts featuring Pope Pius XIII (Jude Law), captured more than 600 “aspiring Popes.”