Description: Lira was the Italian currency before Euro. Penny Market re-introduced the prizes from the year 1994 for its 25th birthday promo celebrations.That is why Lira paper money made a comic return in this advertisement.
Caption: The prices from 25 years ago are now trendy again. You shop today, you pay as if you were in 1994.
Advertising Agency: The Big Now, Milan, Italy
Executive Creative Director: Marco Peyrano
Creative Director/ Art Director: Roberto Giardinelli
Creative Director / Copywriter: Mimmo de Musso
Graphic Designer: Stefano Trolese