Frutta. La materia più buona.

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Created: 04/24/12
Last Edited: 12/04/12
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Description
30" stop-motion TV Commercial + ADV Campaign for the Italian Minister for Food, Agricultural and Forestal politics, promoting the increase of fruits and vegetables consumption in primary school children.
  • Frutta. La materia più buona.
  • For the third consecutive year the Ministero Italiano delle Politiche Agricole Alimentari e Forestali
    (Italian Minister for food, agricultural and forestal politics)
    promotes the european project Frutta Nelle Scuole (Fruit in Schools).
    Five thousand schools are involved in the project, 870.000 children between six and eleven, whose aim is the increase of fruit and vegetables consumption by children, for a more balanced diet.

    The communicative idea has been renowned for the 2012 edition, and we got charged from Young&Rubicam – Rome to develop and produce a commercial clip to explain the project with a simple yet fun language.
    Being faithful to our passion for dirty hands and shooting lots of pictures, we produced an apple, an orange, a strawberry, a carrot, a fennel and grapes with plasticine and their replica with polyurethane foam.

    Over a real child desk in the middle of the scene, several objects made with paper, cardboard, polystyrene, plasticine, cotton, wires, followed one another, building and dismantling every frame of the stop motion animation.

    The clip has a soundtrack made on purpose, in collaboration with MellowSong Studio
    and voice-over by Ilaria Stagni.

    This is the result:
  • TV COMMERCIAL &
    PRINT CAMPAIGN
  • PRODUCTION STEPS
  • Take a look at the complete photo diary at flickr/happycentro.
  • Full Credits

    Client: MIPAAF – Ministero delle Politiche Agricole, Alimentari e Forestali
    Agency: Young & Rubicam – Roma
    Creative Direction: Alessandro Canale
    Art Direction: Laura Sforza
    Copywriter: Alessandro Diotallevi
    Producer: Nicola Morino
    Account Executive: Manuela Russo

    Produced by: Happycentro
    Directed by: Federico Galvani
    Director of Photography: Federico Padovani
    Animated by: Federico Galvani, Federico Padovani, Andrea Manzati
    Sculpting, Set Design & Models: “The Artist” Piet Paeshuyse, Federico Padovani, Andrea Manzati,
    Ilaria Schnitzi Roglieri, Samantha Di Prospero, Federico Galvani
    3D Animatic, Editing, Compositing & Color: Samantha Action Lady Di Prospero
    ADV Photo Retouching: Marco "Oio" Oliosi
    Original Music, Sound Design & Mix: MellowSong Studio (Thanks to Paolo Camponogara & Matteo Bogoni)
    Hands Models:
    Daniel Rigo, Andrea & Luca Galvani (The Three Little Pigs)
    Voice:
    “The Queen” Ilaria Stagni
    Making-Of Edit & Color:
    Samantha Action Lady Di Prospero

    Broadcast Engineering: Post:Atomic
    Special Thanks to: Nicola, Laura, Alessandro and Manuela at Young & Rubicam

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