Back 21 October 2016

PERUGINA TABLO’ AND ARMANDO TESTA TOGETHER ILLUSTRATE THE FEATURES OF THE NEW PERUGINA TABLO’

The new launch campaign for an absolute novelty from Nestlé Perugina is underway. Perugina Tablò is a bar of chocolate that is the authentic expression of the land of its origin and an example of innovation in both its shape and packaging.

After more than 10 years, Perugina is communicating again with a spot which has been on air on TV and in cinemas since Sunday 23 October. It was created by the Armando Testa agency which has been flanking the Nestlé group for some time for the brands in their confectionery division.

The media impact of the campaign is just as strong as its visual impact.

The ad describes a fantastic journey in the heart of Italy, through Perugina which is“il cuore del cioccolato italiano” (The heart of Italian chocolate).

The inspiration for this journey comes from the colours of this land, in particular from the distinctive flora from Piana di Castelluccio di Norcia, an evocative location in Umbria in the heart of the Monti Sibillini National Park.With the blossoming of thousands of flowers, it is transformed into a unique show of sparkling multi-coloured hues.

The spot describes the journey by building a story where pictorial art and an innovative directing technique combine together to produce an astonishing effect.

The artistic slant of this communication project introduces a new language for the Perugina brand, which is due to the involvement of outstanding creative talents.

For this creative challenge, the Armando Testa agency turned to Filmmaster, and a director who this year has made his mark in international music projects, directing the video Up&Up by Coldplay: Gal Muggia.

This important new entry from Nestlé Perugina together with Armando Testa, and Perugina Tablò will colour all the points of sale and TV schedules in Italy.

Credits

AT TEAM

Creative Direction and Artistic Consultant: Erik Ravelo

Art Director: Sebastien Sardet

Copywriter: Caterina Calabrò

Client Service: Nicola Belli, Loredana Ambrogi, Emanuela Moneta

AT Creative Direction Milan: Erik Ravelo, Vincenzo Celli

PRODUCTION TEAM

Production Company: Filmmaster Productions

Director: Gal Muggia

Table Top Director: Stef Vianne

Art Director: Andrea Faini