Beautiful, colourful, good and naturally able to bring joy: a Chiquita banana, you know … that’s what it’s like, because it’s always represented top quality! So, what could be more spontaneous, than describing this world of joy and goodness through the eyes of a child?
The story that Armando Testa, along with Chiquita, has conceived and put in the new international campaign stars Linda, a sunny girl, who loves yellow in all its shapes and forms: yellow balloons and yellow flowers, but also yellow sky and yellow water, obviously with yellow fish. And all because yellow is the colour of goodness and joy, spontaneous and natural, just as anyone who’s ever taken a bite of a Chiquita banana knows – just try!
The campaign reflects the values and codes of the brand, the girl leads us into a world inspired by shades of yellow and blue, a world made of lightheartedness, goodness and positivity, where it’s nice to believe that a banana has the power to show the little things in a different way.
Finally, the music has been specially adapted as a remake of the brand’s unmistakable jingle and it runs through all the scenes getting ever more joyful and happy.
The campaign was created by Armando Testa with Executive Creative Direction from Michele Mariani. It was produced by Little Bull Studios, and directed by Cinzia Pedrizzetti. It is airing in the USA, Belgium, Holland, Germany, Greece and Italy.
CREDITS:
Client: Chiquita
Agency: Armando Testa
Executive Creative Director: Michele Mariani
Creative team: Barbara Ghiotti, Sara Greco
Account Service: Gina Graci
Director: Cinzia Pedrizzetti
DOP: Eira Wyn Jones
Production Company: Little Bull Studios
Post-production: Band
Music and Chiquita jingle sound design: Moka music
Original Chiquita Jingle: Text and music by Garth Montgomery, Leonard Mackenzie, William Wirges, under licence and with authorization from Chiquita Brands L.L.C. © 1945 Shawnee Press, Inc.
