Loacker
Cross It with goodness
A street art campaign that transforms brand values into real-world impact, bringing goodness to the streets through bold murals and urban regeneration.
THE CHALLENGE
Celebrate Loacker’s 100th anniversary with a campaign that turns the brand’s core message Goodness is a Rebel’s Choice into a public, physical, and shareable experience. The goal was to go beyond traditional communication and bring Loacker’s values to life with an initiative capable of generating both visual impact and real social meaning, locally and globally.
THE IDEA
We created Cross it with Goodness: a unique campaign that brought Loacker’s message to the walls of the city through the work of Italian street artist Alessandro “Etsom” Conti.
Three custom murals were designed and painted in Milan, set against dreamlike Alpine landscapes populated by iconic animals in unexpected, symbolic scenes. At the center of each piece the hazelnuts, Loacker’s signature ingredient, transformed into a symbol of conscious rebellion and everyday kindness. A message of beauty, nature and community, expressed with style and substance.
Client Objectives
- Celebrate Loacker’s 100-year anniversary in a memorable way
- Turn brand values into physical, visible impact
- Activate audiences through both street-level and digital storytelling
- Expand the campaign internationally while remaining culturally relevant
FROM BRAND MANIFESTO TO CITY WALL
Xister Reply oversaw the campaign from strategy to execution, working closely with Etsom to bring the brand’s global concept to life.The murals were designed to regenerate neglected urban corners, turning them into visual declarations of positivity.
To support the launch, Xister developed a content plan that brought the message from the street to digital: a hero video documenting the project and the artist’s process, followed by a series of social pills shared on Loacker’s official channels around the world.
Social Activation & Amplification
In Italy, the campaign was further amplified through a collaboration with creator Guglielmo Scilla (@Willwoosh). His content on TikTok and Instagram activated the campaign’s hashtag #RibelliMaBuoni and promoted the on-pack contest.
A dedicated TikTok filter allowed users to virtually “clean up” vandalized walls by replacing them with the iconic Sciliar mountain, merging real activism with digital creativity.
A MESSAGE MEANT TO TRAVEL
Though born in Italy, Cross it with Goodness was designed for international rollout.
A modular, exportable format that adapts to local contexts while staying true to the universal language of goodness. A campaign that doesn’t just say something, it shows it.
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