“BTX Caput Mundi”, the multichannel campaign for BTX Bar in Rome

Spring 2026 in Rome is turning pink. Between late March and April, those using public transport, as well as those strolling through the streets of the Capital, will no longer be able to ignore BTX Bar — the iconic brand that brought Botox bars to Italy — is launching “BTX Caput Mundi”: the multi-channel communication campaign designed to take aesthetic medicine out of the clinic and into the daily lives of Romans.

The creative concept is as simple as it is powerful: creating a dialogue between the monumental aesthetics of Ancient Rome and the new codes of contemporary aesthetic medicine. In the Mouth of Truth there is a syringe, the arches of the Trevi Fountain host colossal vials of Botox®, and Michelangelo’s Creation celebrates the touch of the aesthetic doctor.
With headlines such as: “In filler veritas,” “The one, the eternal in Rome,” “Rome wasn’t built in a day… Neither was my face.”

An ironic, sophisticated, and pop language that transforms the commute on the metro and through the city of the Great Beauty into a new visual experience. Because, since its inception in 2021, BTX Bar has been offering “a new way to experience aesthetic medicine”.

Where to see the campaign: metro, street, and digital

The heart of the initiative, thanks to a co-branding activation with Atac, is the full wrap of a Metro A train car, the customization of 1 million Metrebus tickets, and communication across all official channels of the capital's mobility company. But the project also extends extensively throughout the streets on digital LED totems (MUPIs) between Barberini, Prati, and Via Veneto, and on large-format Urban Vision billboards.

An omnichannel strategy designed to maximize visibility and frequency, intercepting both residents and tourists in the heart of the Eternal City.

A key element of the campaign is the integration with ATAC on a promotional level as well. All communication materials feature the following text: “Discount reserved for Metrebus Card holders”. A concrete incentive that transforms the awareness of the brand into a tangible benefit for residents of the Capital who wish to visit the BTX Bar clinic at via Sicilia 54, just a few steps from Barberini. With “BTX Caput Mundi”, BTX Bar chooses Rome to consolidate itsmission “to the world”: making aesthetic medicine accessible, contemporary, and part of the national pop culture. Aiming to also inspire the international imagination that has always chosen Rome as the ideal crossroads.
Innovation and the quality of aesthetic treatments with BTX Bar are no longer the preserve of luxury clinics, but an everyday experience, integrated into the city's spaces and the language of its people.