The creativity features a symbolic representation of the affinity between the two brands. It exploits the similarity between the circles composing the logo of the Italy Pavilion and some plates of appetising Citterio cold cuts, lying on a table: the plates are rapidly removed by a number of different people and so gradually the distinctive logo of Italy’s presence at the Expo is revealed.
Citterio won the pitch for the preparation of an important exhibition space inside the Italy Pavilion. The most important Italian salami/delicatessen products will be displayed here, their histories will be told and the places where they originate will be described.
The new campaign was devised by Daniele Bona and Lara Eandi with executive creative direction from Michele Mariani, it is produced by Little Bull, directed by Augusto Storero and planning by Media Italia.
