Brief

1. We would like you to develop a script and storyboard for a new Bertolli television ad that will express the Mediterranean lifestyle that Bertolli has become associated with, but this time with an up-to date and modern twist. 

2. In addition to the TV script and storyboard we would like to develop Ideas for other media channels (print, digital, events and activations) that also express the core of the Bertolli brand which is - “An olive oil spread that come from the sundrenched olive groves of the Mediterranean.”

Your ideas should aim to communicate the following:

Olive oil is a naturally healthy foodstuff - and so is Bertolli 

The olive oil in Bertolli comes from the sundrenched olive groves of the Mediterranean

Bertolli has been making olive oil for over 140 years

 

Stay true to the brand by keeping the product story (Bertolli is made by experts with quality olive oil from sundrenched Mediterranean olive groves) central to your idea. Imagery should be real, authentic Mediterranean, but with a modern twist. Use beautiful food imagery in order to enhance the taste association between Bertolli and olives. 

 

Explain the broad concept in one paragraph.

Bertolli helps you maintain a healthy and balanced diet, giving you more opportunity to enjoy and celebrate what's important - family, fun and fulfilment.

 

Provide a broad explanation of the environment in which the story takes place.

·         La Notte Bianca - late night summer festival – music, lights, the potent air of an Italian city at night.

·         Celebratory outdoor atmosphere: music, dance, light shows, street theatre, fireworks.

·         The perfect environment for an extended family get together – grandparents, aunts uncles, grandchildren, parents – and al fresco dining.

What effect would you like your idea to have?

Appeal to the British 'rose-tinted' perspective of a Mediterranean retirement - and encourage target consumers to associate the Bertolli brand with an idealised way of life that they hope to have in the near future.

 

 

 

 

 

Bertolli TVC Script

TELEVISION SCRIPT TEMPLATE

DESCRIPTION          : TV – 30”

DATE                          : 140311

IDEA TITLE                :  La Notte Bianca

 

_________________________________________________________________________

Opening shot: We see a panoramic view of an Italian olive grove in the sunlit late morning. A church bell chimes in the distance in a nearby rural town.

We hear the bell at a much closer range, as the camera shows an Old Man and Young Man in the town centre, putting up decorations in the town square for a party that will happen later that evening.

The town overlooks lush Mediterranean countryside. The olive groves are visible.

The Younger Man is dismounting a ladder, after tying some bunting to a high point in the town. The Older Man holds the ladder steady.

Once he has dismounted, they take either end of the ladder and move it to the opposite end of the square.

Close Up: The Younger Man is visibly tired from the amount of work he’s been doing and suffering from the heat of the day.

As they lean the ladder against the next building, the Younger Man gestures to the Older Man – it’s his turn to climb the ladder.

The Older Man feigns a bad back, refusing to take a turn, and gestures towards a shady sport next to a tree, where he intends to rest.

The Younger Man raises his hands in annoyance, as the Older Man turns his back and heads towards the tree.

VO: With age comes experience.

We see the Older Man take a nap under the tree, opening one eye to see how the Younger Man is faring. We hear a crash and a bang. The Older Man smiles and nods off once again.

Day turns to night. And the town fills with families, music and dancing. There’s bunting and lanterns hanging above the festivities. The camera pans on one particular family – the Older Man, the Younger Man, their wives, extended family, brothers, sisters and grandchildren.

VO:  It’s the same with Bertolli – we’ve spent 140 years perfecting how we make our olive oil, to create a spread that everyone can enjoy.

They’re dining al fresco – we see a large table full of Italian food. The camera pans the table full of salads, meats, pasta, olive oil, glasses of red wine and Bertolli spread, which we see someone liberally spreading on some thick crusty bread, before the Older Man is passed it and takes a bite.

VO: They say the older you are the more you should slow down.....

The Younger Man’s wife wants him to dance with her. But he has nodded off to sleep. She taps him gently, but he doesn’t stir. The Older Man steps in and leads her to the dance floor,

VO: ...and  enjoy the finer things in life!

As the Older Man begins to dance with her, he twirls her energetically, and as the Younger Man wakes up and sees what’s going on, the Older Man simply shrugs, with a twinkle in his eye, and dances the night away with the attractive young lady.

 

Background Idea

 

Intro

 

I see this campaign as the starting point for a longer-term brand narrative. While the ideas submitted are designed to be standalone ads, I’d like to introduce a traditional Italian family – The Bertollis – who would feature in these and future ad campaigns.

 

The idea would thus have longevity through the narrative progression of each character, each of whom would feature in different ads over the course of several years. I also see that there’d be potential in making each family member accessible via social and location-based media – essentially, make them real people that consumers can interact with, and look to for advice and conversation.

 

 

La Famiglia di Bertolli

The modern Italian family, close-knit in sentiment, but physically distanced from each other. However, they’re still able to maintain some family traditions, despite their differences. These revolve around fun, family and food.

 

The parents – Silvio and Cecilia – live in a rural village in the South of Italy. In their 60’s

Children – three sons and a daughter.

 

Eldest son – Marco, 42 - lives in a large town close to his parents. Works as an official for the municipal government. Married. Twin sons. Parents find him uptight, and often look to him for favours, and for him to use his local influence, which he finds difficult.

 

Middle son – Ettore, 37, an architect living in Milan, with his wife, two young daughters and a son. Loves modern design. Parents find his urban life totally at odds with what they’re used to.

 

Daughter – Enza, 34, a fashion designer, lives in Paris, getting married – finally – to a Frenchman – who has a daughter from a previous marriage. Career driven. Little time for much else, or so it seems. Parents are proud, but don’t really understand – or approve of her life.

 

Youngest son – Salvatore, 26. Lives at home with his parents. Lazy, but a playboy in his own world. Lots of friends. Works with his father tending the olive groves. Lovable, rugged and handsome. Parents put up with his errant ways in order to keep him close by.

 

Additional Ideas

Brief

In addition to the TV script and storyboard we would like to develop Ideas for other media channels (print, digital, events and activations) that also express the core of the Bertolli brand which is - “An olive oil spread that come from the sundrenched olive groves of the Mediterranean.”

Your ideas should aim to communicate the following:

Olive oil is a naturally healthy foodstuff - and so is Bertolli 

The olive oil in Bertolli comes from the sundrenched olive groves of the Mediterranean

Bertolli has been making olive oil for over 140 years

 

Stay true to the brand by keeping the product story (Bertolli is made by experts with quality olive oil from sundrenched Mediterranean olive groves) central to your idea. Imagery should be real, authentic Mediterranean, but with a modern twist. Use beautiful food imagery in order to enhance the taste association between Bertolli and olives. 

 

Ideas

La Famiglia di Bertolli

 

Social Media

Facebook, Twitter, YouTube, Foursquare

Create profiles for each character across each of these channels and have them interact with each other and consumers. Needless to say, there’s endless scope here for content and these are some very top-line ideas.

 

By establishing these profiles, there’s ample opportunity to leverage additional online activity, such as a Facebook ‘soap opera’ which would see the characters debate a point of contention from a TVC online, inviting consumers to join in.

 

Twitter could be the idea platform to align the brand with Mediterranean cookery, The mother of the family could answer cooking dilemmas, giving tips and advice.

 

On YouTube, exclusive pre-broadcast ads could be shown, and an online TV show developed – a family drama involving the characters and their relationships – as well as a cookery show.

 

Using Foursquare, characters could leave tips in specific restaurants and supermarkets, to recommend particular dishes and menu ingredients.

 

On -pack AR glyphs

Each pack of Bertolli would have an AR glyph (QR code) on it, that when held up to a webcam, plays the most recent TV on the computer screen.

 

Print

Prior to the TV ads airing, introduce each family member of the through a series of print ads, simply showing their name, a few lines about them, and a link to their Facebook profile in order to encourage consumers to engage with them via their social networks avatars.