Frutta. La materia più buona.
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30" stop-motion TV Commercial + ADV Campaign for the Italian Minister for Food, Agricultural and Forestal politics, promoting the increase of fru… Read More
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. Read Less
Published:
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