Salumificio Mec Palmieri and Armando Testa Turin tell “Favola’s fairtale” with  “stop motion”.

In 1997 in San Prospero in the province of Modena Carlo Palmieri transformed his love for cured meats into something exceptional: he invented the first mortadella that was stuffed and cooked in its own natural skin.

This story has now become a fairytale. Or better “Favola’s fairtale” because that’s just what the mortadella was called.

The third and fourth generation of the Palmieri family along with the Armando Testa Turin agency are now relating this story in the most magical way, as they saw that the true story had the potential to become a beautiful narrative.

A completely different visual style from usual was selected to celebrate its essence. The “stop motion” technique was revived. This is a frame-by-frame process which demands precision, careful attention and timing, just like the production of the mortadella itself. This stylistic choice reflects the values of craftsmanship and of things made with love.

The Palmieri family’s interest in animation and in this technique coincide with Armando Testa’s long-standing passion for visual imagination and the artisan frame-by-frame language. The combination lead to the creation of a short film with a cinematic style rather than a classical ad. It was produced by AT Studios, designed and directed by DaDomani.

The story was conceived as a format that might include further episodes and it comes to life from a book whose pages are made of soft, fragrant slices of mortadella. Then we arrive in San Prospero and meet Grandpa Carlo and his “obsession”: to make mortadella even better. In his workshop he selects the finest meats, weighs out the best ingredients, stitches up a natural skin as if it were a magical garment, stops the cooking time and finally hot brands his creation. That’s how a mortadella comes to life, so unique that it has been called “a Fairytale”.

The ad will air in cinemas in 45” version, and on TV in cuts of 30” / 15” and on radio from 21 December. .

Media Italia managed the media planning. .

CREDITS

Agency: Armando Testa Turin

Executive Creative Director: Michele Mariani

Creative Direction: Andrea Lantelme, Sara Greco

Creative Team: Martina Nota

Client Service: Chiara Bonet

Production: AT Studios

Director: Dadomani

Media Planning: Media Italia