Forty-five years after its founding, Mulino Bianco – one of the biggest brands among the Barilla company and the leading brand of baked products in Italy with more than 140 references in its portfolio, the brand which has established the breakfast culture in Italy – launches a new advertising campaign that focuses on people and their personal pursuits of happiness. Especially in these moments marked by fears and uncertainties.
In a campaign created by Publicis Italy and directed by award-winning filmmaker Gabriele Mainetti, Mulino Bianco reminds Italians that happiness is possible even today. We just need to look for it in the little things.
Often, people take little things and everyday pleasures of life for granted. But these are the very things that can bring us joy – even if it’s just for a while. They are the ones that can help us look at tomorrow renewed optimism despite living during a period marked by uncertainty and fear.
The new communication format, introduced by a film-manifesto, features a child protagonist who struggles with his personal pursuit of the things that make him happy.
After which, a series of commercials will gradually introduce the other characters who all seek different forms of happiness through little moments, moments shared with Mulino Bianco. We will meet those who love jumping in puddles, sliding on handrails and eating a Crostatina crust side first.
These are all little moments of happiness, intimate and personal, and different one from the other. In them, we can all identify ourselves and find reminders of how happiness isn’t such a remote and unreachable aspiration.
CREDITS | MULINO BIANCO “LE COSE BUONE CI RENDONO FELICI”
PUBLICIS ITALY
CCO Publicis Italy: Cristiana Boccassini
Executive Creative Director/ Copywriter: Michele Picci
Executive Creative Director/ Art Director: Hugo Gallardo
Associate Creative Director/ Copywriter: Diego Tardani
Associate Creative Director/ Art Director: Luca Boncompagni
Head of Strategy: Bela Ziemann
Strategic Planner: Guglielmo Pezzino
Global Client Lead: Lorenza Montorfano
Client Service Director: Benedetta Virga
Head of TV Production: Francesca Zazzera
TV Producer: Tania Dal Prà
TVC Manifesto – creative team
Associate Creative Director/ Art Director: Ilaria Cormio
Creative Supervisor/ Copywriter: Beatrice Mari
Account Manager: Dario Gambera
TVC Product Campaign – creative team
Associate Creative Director/ Art Director: Livio Gerosa
Senior Copywriter: Sébastien Rouvière
Account Director: Silvia Ghiretti
Digital Campaign
Head of Social Client Services and Strategy: Alessandro Bochicchio
Senior Social Media Manager: Carola Bracci
Head of Digital: Pierluigi Roselli
Digital Project Manager: Claudia Gili
BRW FILMAND
Chairman: Marco Bussinello
Executive Producer: Luca Orlando
Producer: Liza Fisher Foresi
Producer: Simona Ferraro
Producer: Michela Fiaschi
Social Media Manager: Allegra Bussinello
Production Manager: Francesco Narducci
Prod. Coordinator: Simona Furoni
MAIN CREW
Director: Gabriele Mainetti
1st AD: Alberto Mangiante
DoP: Nicolaj Brüel
Camera op. & Steadycam: Alex Brambilla
Set Designer: Luca Merlini
Stylist: Gemma Mascagni
Make-up: Dalia Colli
Hair Stylist: Daniela Tartari
Gaffer: Alex Bramucci
Key grip: Cesare Emidi
Sfx: Fabio Galiano
Sfx: Maurizio Corridori
Food Stylist: Francesca Alberoni
Product Specialist: Walter Saro
VFX Supervisor: Andrew Curtis (MPC)
Editor Director’s cut: Francesco Di Stefano
Editor: Stuart Greenwald
Editor: Fabrizio Squeo
VIDEO POST PRODUCTION: MPC
Exec Producer: Dafydd Upsdell
VFX Producer: Amie Kingsnorth
Colourist: Jean-Clement Soret
2D Supervisor: Andrew Curtis
Nuke Assist: Marjolein Verheij, David Filipe, Amy Smith
DMP: Charles Downman
3D Supervisor: Jessie Amadio
MUSIC CREDITS
Title: My Favourite Things
Composer: HAMMERSTEIN OSCAR II
Composer: RODGERS RICHARD
Main Publisher: IMAGEM CV
Main Publisher: RODGERS AND HAMMERSTEIN HOLDINGS LLC
Italian Sub-Publisher: CAFE CONCERTO ITALIA S.R.L
Music production: Sizzer
Music supervision: Michael Bertoldini
Arranger/Producer – TVC Manifesto: Reimer Eising
Singer – TVC Manifesto: Luna Morgenstern
Arranger/Producer – TVC Product Campaign: Daan temmink
SOUND
Sound Design: inhousepost
Mix: screenplay
Spk: Stefano Alessandroni @ General Jingle
Source: Publicis Italia
You must be logged in to post a comment Login