For the year‑end festive campaign, Hello Kitty appeared on JCDecaux screens across Milan. Against a bright red backdrop, the famous character holds up a heart and invites residents to “choose kindness”. In the heart of the city, between Christmas shopping and daily commutes, these colourful messages created pockets of good cheer that caught the eye and brought a smile to passers‑by.
Perfectly in tune with the Christmas spirit, the campaign set the rhythm for the festive season, adding a touch of warmth where you’d least expect it: on a street corner, at a bus stop or on a large digital screen. By combining the power of its urban network with Hello Kitty’s emotional appeal, JCDecaux enabled Sanrio to turn the city into a carrier of positive messages.
