Red Carpet for the second year has renewed its agreement with BAT Italia by supporting glo™ in the promotion of the new glo™ “HYPER AIR”, providing celebrity management and content creation services.

The project involved the involvement of the likes of Dardust, Lazza and Noemi and the creation of a cross-media format aimed at enhancing the new product on social media. The format “glo™ for music”, led to the ideation of an unreleased song in line with the brand concept, renamed “AIR” which is just these days depopulating on the brand’s digital properties.

The unreleased song exclusively for glo™ was presented during live events organized by the brand to celebrate the launch of the new device in the cities of Rome, Milan, Naples, and Palermo.