Lamana
Over a six-month offline campaign, Mana with Lamana’s creative direction, launched three waves of visually powerful advertising across the Tehran Metro. Each wave introduced a different concept, embedding the brand into the daily rhythm of millions of city commuters.
impressions
potential offline impressions
Tehran Metro averages approximately 2 million passenger journeys per day. Assuming full visibility during each two-month phase, the estimated reach per wave was 60 million impressions, totaling 180 million potential offline impressions across three waves over six months.
Lamana turned the Tehran Metro into a living stage for Mana transforming everyday visibility into brand vitality. This wasn’t just out of home advertising. It was a six-month creative journey that made Mana’s metro presence a cultural fixture in the heartbeat of the city.
Creativity led the way transforming public space into visual storytelling.
Across three consecutive two-month phases, Lamana rolled out a comprehensive out-of-home (OOH) campaign for Mana across Tehran’s metro system. Each phase was built around a distinct creative concept, aimed at reinforcing Mana’s brand personality and relevance in everyday life.
This phase celebrated the form and beauty of pasta, turning it into sculptural and artistic elements like a sculptor shaping a statue entirely out of macaroni. The message centered on creativity, health, and the emotional side of cooking.
The second wave focused on showing Mana as a companion to active lifestyles—featuring visuals related to fitness, travel, and outdoor adventure. The goal was to expand pasta’s image beyond home cooking into all aspects of life.
In sync with Mana’s digital campaign, we adapted graphic assets from the viral “Anyone Can Be a Chef” concept into subway placements. ensuring visual consistency across online and offline brand touchpoints.
The campaign covered all major formats, including station lightboxes, in-train panels, and full-wall banners across Tehran’s busiest metro lines. Each visual was designed to both catch attention and communicate the brand message clearly in seconds.