It is pronounced Kee-ko

In order to increase its notoriety and remarked its italian origin the babies brand Chicco lauched the past 26th of january a campaign that will be showed on Times Square screen that will cost 5 million €.

Created by Mcaan Eriksen the campaign encourage parents to upload videos of their children sayind the italiand brand name properly and the chosen ones will be shown  on Times Square screen till March 13th. but without sound.

The reason for this campaign is that the brand name is very similar to they spanish way for saying the word "boy" - "chico" so a lot of people thought that the brand whas hispanic and that was a problemfor the image of the company causeeven if its not sayed out loud, between an american and a hispanic brand most of american  will choose the first one.

But the question that everybody asks is, why launching this campaign of babies saying the brand name the way it is in Times Square screen without sound? If you have such a big budget, wouldn't be better to buy a publicitary space on NBA all star or superbowl?