To launch “Citadel: Diana”, Prime Video's new campaign amplified the concept “Anyone could be a spy." by centering the most famous spies in the world: Italian grannies.  A unique out-of-home campaign captivated attendees at the Lucca Comics & Games festival. The campaign transformed balconies throughout the city center into mock espionage headquarters. Playful messages such as "Anyone could be a spy," "Spies never retire," and "Espionage is a tradition here" adorned the balconies, cleverly playing on the stereotype of watchful grandmothers.