The famous Spanish company of high quality fish products is on air with the new TV campaign created by Armando Testa, which won the account after a pitch involving a number of agencies. Always looking for creativity that is ironic, distinctive and stands out from the styles usually used by competitors, the Consorcio has chosen a route that responds to the goal of positioning its tuna at the premium level, but in an ironic and unconventional way.
And that’s how, with creative direction from Michela Sartorio and Monica Pirocca, the idea was born “When a tuna is the best … it’s the one who chooses you”. This idea that turns the usual mechanism for buying on its head, when it’s the consumer who chooses the product, but that’s not the case when it comes to a product with Consorcio quality! As the claim rightly explains, “Consorcio. It doesn’t catch the first one that passes by “.
Irony and lightness combine with Paolo Genovese’s stylish direction, Filmmaster Productions. The director said: “A strong and original idea. A courageous campaign to avoid the communication stereotypes typical of food ads “.
The multi-subject campaign has been on air since June 17, preceded by a teaser, on the main broadcasters and on the web. Who will be chosen by the tuna and who won’t? Get ready to find out.
Agency: Armando Testa Milan Creative direction: Michela Sartorio and Monica Pirocca Account Team: Benedetta Buzzoni and Federica Drogo Production company: Filmmaster Production Executive Producer: Michela Gabelli Directed by: Paolo Genovese Photography: Alessandro Bolzoni Music: Serena Menarini and Alessandro Branca (Human Touch)
