Ahead of the Champions League Euroderby, AC Milan presents "A light that never fades," a multichannel international campaign that will accompany Rossoneri fans until the kick-off of the first leg of the Champions League semifinals on Wednesday, May 10th. A branding and fan engagement initiative that highlights the strength of the bond between the Club and its fans.
The campaign, launched through a hero video published on the Club channels, rallies the over 550 million Milanisti fans worldwide, asking them to participate in the wait for a special game with an activation that will allow fans to light up their homes, cities and digital spaces with a red light that – mixing with the darkness of the night - from Milan will reach all corners of the world.
The red light, representing the passion of the fans for their beloved team, is embodied through a light bulb that will be given as a gift to all fans (while supplies last) who make a purchase at the Casa Milan Store or visit the Mondo Milan Museum - globally, fans can also take part in the initiative by visiting AC Milan's YouTube channel, where a red screen will be live-streamed starting from today, capable of lighting up fans' homes in red.
"A light that never fades" is an iconic concept, designed to go straight to the fans' hearts, strengthening the bond and passion between AC Milan and its fans in Italy and abroad. With the hashtag #RednBlack, Rossoneri fans around the world will become protagonists of the campaign, sharing on their social media channels what the passion for the red and black colours represents for them – as also done by captain Davide Calabria and his teammates Olivier Giroud, Rafael Leão and Fikayo Tomori, starring in the digital campaign with some videos that will be shared on AC Milan channels in the coming days.
The project stems from the global strength of the AC Milan brand, and it encompasses many other initiatives designed by the Club to involve the Rossoneri fans. Beginning with the Piazza Duomo, the heart of Milan, where a luminous installation representing the AC Milan crest will lend itself to a photo-worthy moment for the thousands of Rossoneri fans who will descend into the city for the match. Even the San Siro Stadium will participate in the derby anticipation by turning red starting today. A light that will then expand globally from Milan, also lighting up other cities around the world.
The campaign also lives thanks to the support of some of AC Milan's partners, such as PUMA, which will colour the city of Milan in red and black starting tomorrow, in line with the "A light that never fades" campaign.
The preparation for the match will also pass through a special schedule on AC Milan's official channels: from the dedicated schedule on Milan TV to the many specials, to the words of the Rossoneri players who recount the emotion of stepping onto the field in this historic match.
The Euroderby, which will be played at San Siro on Wednesday, May 10, will bring the eyes of the world to the city of Milan, from which a red light fueled by the passion of the Rossoneri fans will pervade the world. Because there are no dark nights when there is a light that never fades.
Source: AC Milan
Night never sets when our hearts are lit by Rossonero ❤️🖤#MilanInter #UCL #SempreMilan #RednBlack pic.twitter.com/ruqYLGcTlZ
— AC Milan (@acmilan) May 8, 2023
