The new ad for Riso Gallo created by Armando Testa is on air in international markets, first of all in the UK and then in other European countries.
The star is the Premium line of di Rices for Risotto, with the varieties Carnaroli, Arborio and Risotto Traditional from Agricoltura Sostenibile, which has recently undergone significant restyling in its packaging both for the graphics and the use of materials with the goal of reducing environmental impact.
The 10” cut of the ad is a delicate animation made with India ink and watercolours. It illustrates the new pack and reminds us of the transition from the rice fields of the Po Valley, the lands where the rice originates, right to the consumers’ table.
The animation comes to life, symbolically, starting off from a drop of water: a way to bring to mind the most important element in the cultivation of rice.
Even the logo on the pack comes alive at the end in a kitchen where creativity reigns, and we discover that the narrating voice describing all the excellence, the Italian origins and sustainability, belongs to none other than Galletto, who sings the original payoff “Riso Gallo. Cock-a-doodle … Do it! “.
With executive creative direction from Michele Mariani, art director Dario D’Angelo and copywriter Daniele Bona worked on this ad for Armando Testa. Production Company: Little Bull. Illustrations by Alessandra Scandella. Animation by Studio Magoga.