The advertising campaign created for Novara City Council was built on an evolutionary path. The approach used was optimal, from the aesthetic point of view, and because it gave the people a real opportunity always to find information about the improvements being made in the city. In the initial work phase, the posters had only one subject, which was subsequently enlarged and completed. For the construction of a new garden, for example, it was possible to watch the progressive sprouting of the leaves, and the headline “Un attimo per favore” (One moment please) expressed the need for time to see something grow.