BIRRA MORETTI
International#digital #keyvisual #brand
2019
brief
Birra Moretti asked us to develop a key visual to be distributed as a global branding asset to support a ATL campaign about the new recipe “L’Autentica”.
Mandatories: no photos (rather than the beer bottle) and a on-brand graphic approach.
This KV would then be readapted and readjusted to be used on all online channels.
Birra Moretti asked us to develop a key visual to be distributed as a global branding asset to support a ATL campaign about the new recipe “L’Autentica”.
Mandatories: no photos (rather than the beer bottle) and a on-brand graphic approach.
This KV would then be readapted and readjusted to be used on all online channels.
solution
One of the brand strategies is to communicate its link to italian culture through clichès.
I used the father (or the mother) of all italian clichès: the constant use of MAMMA MIA! as an esclamation of awe.
I juxtaposed the copy to some grunge illustrations of the famous “BAFFO” (moustache) Moretti and the vintage finger used in 1950s advertising.
One of the brand strategies is to communicate its link to italian culture through clichès.
I used the father (or the mother) of all italian clichès: the constant use of MAMMA MIA! as an esclamation of awe.
I juxtaposed the copy to some grunge illustrations of the famous “BAFFO” (moustache) Moretti and the vintage finger used in 1950s advertising.
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