Prime Video and LePub transformed Naples' Spanish Quarter into a live UEFA Champions League screening in 2023, projecting the Napoli vs Eintracht Frankfurt
Prime Video Brings Napoli to the Spanish Quarter With The Laundry Screening
Prime Video's "The Laundry Screening" is a 2023 live experiential activation in Naples, Italy, in which the UEFA Champions League knockout match between SSC Napoli and Eintracht Frankfurt was projected onto white sheets strung between laundry lines in the city's Spanish Quarter, giving Neapolitan fans an immersive street-level viewing experience unlike any conventional broadcast event.
Created by LePub and Publicis Italy for Prime Video, the campaign launched in April 2023 and took the brand's exclusive UEFA Champions League broadcasting rights in Italy as its creative foundation. Rather than promoting Prime Video through conventional advertising, the initiative physically embedded the platform inside one of Naples' most storied and visually distinctive neighbourhoods — the Spanish Quarter, a dense network of alleys, small taverns, and hanging laundry that has defined Neapolitan street life for centuries. The white sheets that locals use to dry clothes became the screens on which ninety minutes of football history played out.
In Italy, where football occupies an almost sacred cultural position, the timing proved significant. That evening, Napoli reached the UEFA Champions League quarter-finals for the first time in the club's history, transforming what was already an imaginative brand activation into a genuinely historic communal moment. Prime Video had secured exclusive UEFA Champions League broadcast rights in Italy beginning with the 2021/22 season, and "The Laundry Screening" represented its most culturally ambitious expression of that partnership to date. The campaign earns a Clapboard Score of 77 out of 100, reflecting strong creative originality and cultural resonance anchored in a specific, verifiable place and moment.
Prime Video identified a gap between broadcast access and fan experience. While the platform held exclusive UEFA Champions League rights in Italy, thousands of Neapolitan fans who wanted to witness the SSC Napoli and Eintracht Frankfurt fixture in person could not obtain tickets, creating a large and emotionally invested audience looking for a way to share the occasion collectively. "The Laundry Screening" answered that need by relocating the broadcast itself into the fabric of the city.
The strategic rationale drew on a precise cultural truth: the Spanish Quarter is not merely a tourist attraction but a living expression of Neapolitan identity, animated by communal street life in a way that indoor viewing parties cannot replicate. By situating the projection there, LePub and Publicis Italy aligned Prime Video with the city's authentic character rather than imposing a branded spectacle on top of it. That distinction matters in a competitive streaming landscape where Prime Video competes directly against Netflix and Disney Plus for Italian subscribers, both of which rely heavily on on-platform content marketing and social media to build sports broadcast awareness. Neither competitor has attempted a site-specific, neighbourhood-scale live projection in the Italian market.
The global video-streaming market was valued at approximately one hundred and six point eight billion US dollars in 2023, according to research cited by Music Amazon and diversetechgeek.com, with subscription video on demand accounting for the dominant share of that revenue. In Italy specifically, sport remains among the most powerful drivers of streaming subscription uptake, according to Deloitte, making a Champions League activation a commercially coherent as well as creatively bold investment for Prime Video in this geography.
Director Tommaso Bianchi led the visual capture of "The Laundry Screening," with director of photography Matteo Terzaghi shooting the event as it unfolded live among the alleyways of Naples' Spanish Quarter, according to credits documented by goldendrum.com and The Clio Awards. Colorist Angelo Francavilla handled the grade, while music supervision was provided by Richard Aardenburg and Michiel Marsman of Sizzer, with original composition by Marco Cucco, ensuring that the sonic identity of the activation matched the emotional register of a live football occasion.
Executive creative directors Luca Boncompagni and Diego Tardani led the creative team at LePub and Publicis Italy, as recorded by goldendrum.com. Creative director Alessandro Padalino, art director Giulia Trimarchi, and copywriter Gian Marco Panich shaped the concept's execution. Event production was handled by 2night, whose logistical work made it possible to rig projection equipment across the hanging laundry infrastructure of one of Naples' busiest pedestrian quarters without disrupting the neighbourhood's natural character.
The craft decision to use existing laundry sheets rather than purpose-built screens was central to the campaign's power. It meant the projection surface was irregular, domestic, and unmistakably Neapolitan — far removed from the polished LED installations that characterise most brand-led sports viewing events. As reported by shots.net, writer Amy Hey described the activation as producing a "magical" and "heartwarming" response from fans who had been unable to secure match tickets, a qualitative signal that the creative device resonated emotionally as well as visually. The production company for the campaign film is credited as Prodigious, per records at goldendrum.com.
No independently verified audience reach or subscription-conversion figures for "The Laundry Screening" are publicly available. What the campaign's award record does confirm is consistent recognition across European and international creative juries, providing a credible proxy for its perceived effectiveness and originality within the industry.
At the Clio Sports 2023 awards, the campaign won a Silver in the Events and Activation category, as documented by clios.com. It also received recognition in the Out of Home and Ambient category at the same ceremony, per clios.com. At Golden Drum 2023, the campaign was awarded a Bronze Drum, according to goldendrum.com. At the ADCI Italian Art Directors Club 2023, it received Gold in the Brand Entertainment and Long Video category and Silver in the Promotion and Activation category, per records at Le Pub.
Structurally, the campaign's effectiveness can be assessed through its strategic coherence. It converted a broadcast rights asset — Prime Video's exclusive UEFA Champions League coverage in Italy — into a physical, community-scale brand experience that generated organic media coverage and word-of-mouth at the precise moment SSC Napoli made Champions League history. The alignment between the campaign's emotional ambition and the actual outcome of the match — Napoli reaching the quarter-finals for the first time ever — produced a convergence of brand story and sporting reality that no amount of media budget could have manufactured. That structural fortuitousness, combined with disciplined creative craft, accounts for the campaign's Clapboard Score of 77 out of 100.
"The Laundry Screening" was a 2023 experiential activation by Prime Video in which the UEFA Champions League match between SSC Napoli and Eintracht Frankfurt was projected onto hanging laundry sheets in Naples' Spanish Quarter. Created by LePub and Publicis Italy, it gave Neapolitan fans a live, immersive street viewing experience tied to Napoli's historic run.
LePub and Publicis Italy created The Laundry Screening for Prime Video. The campaign was directed by Tommaso Bianchi, with executive creative directors Luca Boncompagni and Diego Tardani leading the creative team, according to credits documented by goldendrum.com and clios.com. Event production was handled by 2night, with Prodigious serving as production company.
Prime Video chose the Spanish Quarter because its dense alleyways and characteristic hanging laundry reflect authentic Neapolitan street culture. The neighbourhood's white sheets became natural projection surfaces, allowing the brand to stage a live Champions League screening that felt native to the city rather than an imported branded spectacle, as noted in coverage by shots.net.
The Laundry Screening won a Silver at Clio Sports 2023 in the Events and Activation category, and also received recognition in the Out of Home and Ambient category, per clios.com. Additionally, the campaign won a Bronze Drum at Golden Drum 2023, according to goldendrum.com, and took Gold at the ADCI Italian Art Directors Club 2023.
Prime Video holds exclusive UEFA Champions League broadcast rights in Italy, beginning with the 2021/22 season. The platform will continue broadcasting the competition in Italy through to the 2026/27 season. "The Laundry Screening" in 2023 was the most creatively ambitious expression of that rights partnership, built around the SSC Napoli versus Eintracht Frankfurt knockout fixture.
SSC Napoli reached the UEFA Champions League quarter-finals for the first time in the club's history by winning this match. That outcome made the activation historically resonant beyond its creative concept, aligning Prime Video's brand moment with a genuinely landmark event in Italian football, as confirmed in the original campaign documentation cited directly by Clapboard.
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