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Sid Lee and the Italian Trade Agency Take Canadians on a Culinary Tour of Italy with Facebook Canvas

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With the goal of informing and educating Canadians about the heritage and authenticity of Italian-made products, Sid Lee and the Italian Trade Agency used the multi-media capabilities of Facebook Canvas to tell a richly layered story about the crafting of some of Italy’s most celebrated ingredients. Using a blend of stunning food and landscape photography, inspirational video from its Italian product series as well as food facts, the agency used the full capabilities of Facebook Canvas to weave a compelling story about five key Italian product categories: cheese, salumi, balsamic vinegar, pasta and dessert. The content was targeted at sophisticated, urban, working Canadian women, aged 25 to 54, who are the primary household grocery shopper and food preparer and for whom food is a lifestyle. To emphasize the authenticity and provenance story the target is seeking, the Canvas guided users through an interactive storytelling experience with prompts to scroll, tilt their phone for panoramic views, play video and read quick hit facts. Embedded product videos show an intimate view of the crafting of Italian products, while informational teaser copy drives users to the Italian Trade Agency’s website, which further educates consumers with blog, video and recipe content.
Post Production / VFX

Colourist: Wade Odlum, Alter Ego

Post Production Company: SAINTS EDITORIAL

Producer: Michelle Lee

VFX Producer: Cheyenne Bloomfield, Alter Ego

Visual Effects Artist: Steve McGregor, Alter Ego

Production Company

Director: John Cullen

DOP: Cesare Danese

Executive Producer: Dan Ford

Production Company: SKIN & BONES

Line Producer: Andrew Sulliman

Creative Agency

Art Director: Jinah Lee & Barbato Martiniello

Content Director: Samantha Kay

Copywriter: Emma Quiroz

Designer: Linus Chui

Executive Creative Directors: Jeffrey DaSilva & Tom Koukodimos

Managing Partner: Joseph Barbieri

Producer: Elana Olavesen

Strategist: Nicki Franek

Editor: Stephanie Ling

Sid Lee, 4 years ago