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Sid Lee and the Italian Trade Agency Take Canadians on a Culinary Tour of Italy with Facebook Canvas

With the goal of informing and educating Canadians about the heritage and authenticity of Italian-made products, Sid Lee and the Italian Trade Agency used the multi-media capabilities of Facebook Canvas to tell a richly layered story about the crafting of some of Italy’s most celebrated ingredients. Using a blend of stunning food and landscape photography, inspirational video from its Italian product series as well as food facts, the agency used the full capabilities of Facebook Canvas to weave a compelling story about five key Italian product categories: cheese, salumi, balsamic vinegar, pasta and dessert. The content was targeted at sophisticated, urban, working Canadian women, aged 25 to 54, who are the primary household grocery shopper and food preparer and for whom food is a lifestyle. To emphasize the authenticity and provenance story the target is seeking, the Canvas guided users through an interactive storytelling experience with prompts to scroll, tilt their phone for panoramic views, play video and read quick hit facts. Embedded product videos show an intimate view of the crafting of Italian products, while informational teaser copy drives users to the Italian Trade Agency’s website italianmade.com, which further educates consumers with blog, video and recipe content.

Creative Agency

Copywriter: Emma Quiroz

Art Director: Jinah Lee & Barbato Martiniello

Strategist: Nicki Franek

Producer: Elana Olavesen

Content Director: Samantha Kay

Editor: Stephanie Ling

Executive Creative Directors: Jeffrey DaSilva & Tom Koukodimos

Designer: Linus Chui

Managing Partner: Joseph Barbieri

Production Company

Production Company: SKIN & BONES

Executive Producer: Dan Ford

Director: John Cullen

DOP: Cesare Danese

Line Producer: Andrew Sulliman

Post Production / VFX

Post Production Company: SAINTS EDITORIAL

Colourist: Wade Odlum, Alter Ego

Producer: Michelle Lee

Visual Effects Artist: Steve McGregor, Alter Ego

VFX Producer: Cheyenne Bloomfield, Alter Ego

Genre: Digital