Just Eat: Just Amore
Insight
In the homeland of food, pizza and pineapple endure a struggling romance, the pineapple topping can offend tradition.
When we are hungry, we trust our gut without feeling judged. Why can’t we do this in every aspect of our lives? Everybody should have the freedom of choice to be able to eat whatever and live however they like.
Idea
Just Amore celebrates the struggling love story between a slice of pizza and a pineapple, to turn a polarising meal into a symbol of freedom of choice. Because, no match is a wrong match.
An animated short film is played at the takeover of Porta Venezia subway station in the Milan Pride district. Pizza and T-shirts featuring the couple are given away to crowds throughout the festival, asking wearers to share their Pride experiences with an important affirmation: in love, there are no wrong recipes.
Impact
With over 13 million impressions, the animated film sparks a debate in which the discussion of culinary traditions becomes an opportunity for deeper reflections.
Just Amore receives outstanding media coverage and has become an educational tool for anti-discrimination classes in Italian schools.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.