‘“We can’t wait” is the title chosen by Fiera Milano 2026 for its new social media campaign celebrating the approach of the Milan Cortina 2026 Winter Olympic and Paralympic Games. The initiative uses humour and immediacy to highlight the role of the Milan exhibition centre as the official venue for ice hockey and speed skating at the upcoming Olympic Games.
The project stems from the idea that the anticipation for this event is so strong that it is already tangible within the pavilions, which, thanks to the magic of storytelling, seem to be filled with the athletes’ anticipated energy.
A story told in contemporary language
The campaign has been developed to support the narrative of the link between Fiera Milano 2026 and the Olympic disciplines it will host from 6 to 22 February. The aim is to engage the public with fresh, pop language, while enhancing the role of the district as a lively and already bustling space, ready to be transformed into a sports arena of international importance. The legacy of the Games is also part of this journey: the areas that will host the competitions will continue to live on beyond the event, transforming into stages dedicated to new formats of entertainment, shows and major events open to the city.
Fiera Milano 2026: a multi-faceted campaign
At the heart of the campaign is a 40-second hero video that opens with a view of a suspended, almost motionless environment, interrupted only by mysterious noises. Investigating is a custodian, who moves between the pavilions following clues that become increasingly strange and surprising.
The final surprise reveals a group of athletes, unable to wait for the Games to begin, who have decided to sneak into the Fiera Milano 2026 spaces to train in advance.
The video ends with an institutional message expressing the commitment to the 2026 event: “We can’t wait for the Milan Cortina 2026 Olympic and Paralympic Winter Games”.
The hero video is supported by a complex ecosystem of video and photographic content, designed to live on the social media channels of Fiera Milano 2026 – https://www.fieramilano.it/ – and to accompany the public along the entire journey leading up to the opening of the Games. The project includes a launch teaser and two short versions of the 40-second video. It also includes a series of multi-subject videos that will follow the story before and during the Olympics, alternating comedy, anticipation and the custodian’s point of view, the true thread running through the entire story.