Giacomo finds love for his mum in Italian sweet bread spot by McCann and The Family
The new Bauli Christmas campaign is dedicated to the power of the classic Pandoro of Verona - a traditional sweet bread popular during the festive season - for bringing people together.
The new spot, conceived by McCann Worldgroup Italy and produced by The Family, is in line with the usual style of Bauli’s communications and brings a contemporary approach to the Christmas atmosphere.
The plot captures the story of Giacomo, a brave and ingenious 8-year-old boy and Aldo, his 35-year-old neighbour. Giacomo puts all his energy towards his great desire to surprise Anna, his mum, and make her happy.
After some snowball throwing and a series of pranks, Aldo decides to talk to the parents of this naughty child. As soon as the bell rings, a mechanism is activated and, as if by magic, a Pandoro by Bauli ends up in his arms just as Anna opens the door. Giacomo observes the scene completely satisfied: from the meeting between the two, something special is born and everyone celebrates Christmas together with a slice of Pandoro.
"When you put your heart into it, anything can happen," is the message of the campaign.
The emotional intensity of the story is accompanied by the historical song ‘A Natale puoi’ with a special arrangement. Directed by Matthieu Mantovani, the film was produced by Italian production company The Family.
Creative Agency:McCann Worldgroup Italia
Chief Creative Officer:Alessandro Sabini
Creative Director:Copywriter: Chiara Castiglioni, Art Director: Edoardo Aliata
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