Citadel:Diana is a Prime Video spy story, and the second season was filmed in Italy. To prove that spying is an Italian tradition, Prime Video leveraged on the greatest Italian network of spies: nonnas. Nonna spies disrupted traditional media by innovatively repurposing balconies as temporary billboards. This unconventional channel sparked online and offline conversation through user-generated content and influencer engagement. Seamlessly integrating into the local environment, the campaign transcended traditional outdoor advertising, sparking both local attention and significant social media buzz.