Birra Moretti
Mangiare come piace a noi
Challenge
A quiet rebellion
at the Italian table
Wine has owned the Italian table for generations. The brief asked us to take a seat. Fighting stemware with tasting notes is a losing battle. We changed the battlefield. There is a specific meal where wine feels stiff and a cold Moretti feels perfect. The shared pizza. The noisy trattoria. We made the unfussy table our hero.
Solution
Eating, the way we like it.
We created a manifesto championing authentic and spontaneous eating. Two worlds, set against each other scene by scene. One flawless and cold, the other imperfect and alive. Enea Colombi's direction and Alex Kochi's cinematography work that thin line on purpose, framing the intellectual drift of contemporary cooking with an eye that lets its contradictions surface, and finds the humour in every one of them.
The copy formula
Underneath everything sits one simple engine, reducing the entire manifesto into two words: familiar, fast, hard to argue with. It never scolds, because it trades the “no” for a better “yes”. Fill the blanks however you like and you get a fresh headline that still sounds exactly like Moretti.
Local Out of Home
The outdoor campaign took the formula to the streets. Three cities, three specific food cultures, three targeted headlines defending local comfort food against culinary snobbery.
Credits