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Child Finds Joy in the Littlest of Things in Spot for Italian Bakery Brand

Creative 133 Add to collection

Publicis Italy teams with director Gabriele Mainetti on joy-filled campaign for Mulino Bianco

Child Finds Joy in the Littlest of Things in Spot for Italian Bakery Brand

Forty-five years after its founding, Mulino Bianco – one of the biggest baked product brands among the Barilla company 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. 

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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


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


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



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


Title: My Favourite Things



Main Publisher: IMAGEM CV


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 Design: inhousepost

Mix: screenplay

Spk: Stefano Alessandroni @ General Jingle

Categories: Food, Bakery

Publicis Italy, Tue, 26 May 2020 12:30:07 GMT