portfolio/portfolioDettaglio?id=258&sf_culture=en&slug=motta-digital-campaign-amepiaceiltartufone-ilike

Motta
Digital Campaign #AMePiaceIlTartufone (#ILike

Talking about:

  • Web Advertising
  • Online Commercial
  • Social Media Marketing
  • Web Agency

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copiaincolla is:

  • Advertising Agency - Italy

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Back to the Tartufone

At the beginning was a competition. It all started when Motta selected our concept among the proposals of different agencies. The purpose? Communicate the Tartufone product (an Italian Christmas cake) in an impacting way, after many years of silence (the last TV spot was in the mid 80s. “Tartufon c’est bon”, do you remember?).

Simply, the Tartufone had to become again the symbol of a different Christmas. On one side the traditional classicism of panettone and pandoro, on the other the Tartufone transgression.

The idea

Keywords were impact and irreverence, together with a young target. So the idea has been structured around the statement: #AMePiaceIlTartufone. Not just a statement, but the declaration of the unconfessed secret of loving that product: the final coming out after a very long repression, after years of respect for the traditional Christmas and for the imposed classic cakes. So the overwhelming desire for something very greedy, too much “chocolatey” to be repressed.

Watch all the episodes!

The series

The same statement in three different narrative situations (in a confessional of a church, in an isolated car, at a Christmas dinner), each developing 5 different surprise endings. A sort of web series that episode by episode tells the #ILikeTartufone statement through comic, grotesque and absurd situations.

The shooting

After a casting, the choice of locations and stage costumes , we arrived to the set. Two shooting days in Rome, the assembling of the series and finally the social broadcasting. So the idea became a screenplay, indeed three. Then scripts became videos, indeed 15.

The fanpage

But it's not just videos. On the major social networks, the series #AmePiaceIlTartufone could not live lonely. So the strong identity of this seasonal product so had to go out through a social plan made of creative posts that could create more interaction and engagement between the irreverent brand and users.