The new campaign for Cuki Ultra Forza, the new aluminium food trays which were designed by Giugiaro, is on air.
The campaign consists of three 10” films which show the amazing resistance and practicality of the trays and uses ironic, impactful and really clear language.
Each subject was shot using the “stop motion” technique and shows the preparation of typical Italian recipes in a humorous and idealised way. Asparagus au gratin, which bring to mind sticks of dynamite, which explode, baked lasagne which looks like a building imploding in on itself, roast chicken with potatoes resembling machine gun fire.
Planning by Media Italia from 27 July on the main satellite TV channels and digital terrestrial, the campaign was crated by Armando Testa. Executive creative direction from Michele Mariani, with art director Lara Eandi and copywriter Daniele Bona.
The films were produced by Little Bull, directed by Augusto Storero.