Food and Drink
V8/ HAVE YOU JUICED TODAY?
Print and digital campaign to revitalize older brand with a younger demo. Campbells /Young & Rubicam Advertising
PARMIGIANO REGGIANO CHEESE / THE PURE ONE
Branding/Advertising Platform for Parmigiano Reggiano Cheese/Qubic Advertising, Milan
The Pure One/Quello Puro
Tagline and logo for Italy’s #1 cheese. The competitive platform: "The Pure One" and the tagline: “Our only additive is time,” helped convey the main benefits Parmigiano Reggiano has over its main competitor, Grana Padano.
“Distant Relatives”, “Separated at Birth”
Led complete redesign into something modern and fresh to emphasize the product’s purity and grass fed cows, something their competitor couldn’t claim.
In Italy, Parmigiano Reggiano has been scientifically proven to have health benefits. It aids in digestion for people of all ages and doctors prescribe it for collicy babies. And, as in Italy bambinos rule, we had to include them in the campaign. www.quellopuro,it//neonati (infants)
TV spot to an instrumental cover of The Stones “Time is On My Side,” as we slow-moed the moon to convey time and then had it turn into a wheel of cheese. Perfetto.
BASSO 56/ ITALIAN RESTAURANT, NYC
Wrote and co-directed look for this theatre-district restaurant that isn’t much to look at, but has serious Italian roots and a not so serious advertising budget. Backdrop is baker's parchment paper.