“WHERE NATURE TELLS A GOOD STORY” MULINO BIANCO UNVEILS A NEW BRAND NARRATIVE WITH A TV CAMPAIGN
The new campaign embodies the brand’s values, vision, and identity, and it kicks off with a TV commercial airing from 17th May on terrestrial and satellite channels. A return to the mythical territory of the Mulino (MIll) and its Valley, symbolic and fantastical places where the harmony between man and nature becomes a shared emotion and imagination.
Mulino Bianco, an Italian brand of bakery products with over 50 years of history, is launching a new chapter in its communication with “Where Nature Tells a Good Story.” The new campaign goes on air starting Saturday, 16th May, with a first commercial dedicated to Tarallucci (30-second format), a biscuit first introduced in 1975 as part of Mulino Bianco’s first biscuit line-up. The goal of the new campaign is to reaffirm the unique role Mulino Bianco has enjoyed from its very start: the brand that fosters the hope of possible harmony between man and nature. A new direction that feels like a homecoming: indeed the entire project has been created by Armando Testa, the agency that, back in the early ’90s, helped build the unique image of Mulino Bianco in the hearts of Italians. As a follow-on after the first Equity subject featuring Tarallucci, the campaign will continue with two additional 30-second and 15-second ads airing over the next two weeks in order to strengthen the new brand message: the delicious simplicity of a snack with Pan Goccioli and the softness of Cuor di Pane. The communication project will also run in dailies, on digital channels, social media and outdoors in addition to in-store initiatives.
Whenever Mulino has successfully combined nature and culture while tapping into a collective sentiment, it has made a difference. The result of significant strategic and creative work, the new narrative concept “Where nature tells a good story” and all its assets were conceived to create a virtuous ecosystem that unites nature, relationships, and emotions. From this desire—and from the ambition to put Mulino back at the centre of brand communication—the new central creative idea: il Richiamo del Mulino (the Call of the Mill).
THERE IS A PLACE WHERE NATURE KNOWS HOW TO MAKE WAKING UP EVERY MORNING BETTER
The campaign’s first Equity film, presented in a 30-second spot, is designed to reaffirm the role Mulino has played for over 50 years: the star of good mornings in millions of Italian homes. Waking up is magical in the ad and tastes of fresh eggs and the wheat of Tarallucci, Mulino Bianco’s first historic biscuit, at the heart of a story of wonder, intimacy, and poetry. The ad stars a little girl who wants to give her little brother the best possible wake up. Drawn by the call of nature and passing through the magical gateway of her bedroom, she finds herself experiencing a pure emotion of nature and goodness in the surreal setting of the Valley and the Mulino: with the mill workers and their freshly baked delights. “When fresh eggs, milk, and wheat come together at the Mulino, Mulino Bianco Tarallucci are created …. a good morning dawns.” The first five notes, composed for the first historic commercial in 1976, bring the call to life, and in every story, the call reveals small gateways: magical passages that lead from the reality of a bedroom or a kitchen to the Valley. “Smell how good it is,” whispered by the little girl as she returns home, will be the sweetest and simplest way to wake her little brother, who is still asleep. It is the full value of the emotion that nature has bestowed, becoming one of the fundamental features of the new storytelling.
REYNALD GRESSET’S DIRECTION AND THE MUSIC: A TRUE IMMERSION IN NATURE
Reynald Gresset, was entrusted as director and his design is to bring together authenticity and magic, the storytelling was crafted by the Armando Testa agency to always include a touch of magical realism, required in both the construction of the stories and in the production choices. All the nature scenes were shot—using anamorphic lenses for an even more cinematic effect—in the open air. The children and actors in each film ran, rolled, breathed in the sky, and touched the wheat stalks with their hands. So, every gaze captured belongs not to the world of fiction but to that of authentic emotion. And if everything is meant to tell a story of harmony with nature, why not try to do so through music as well? That’s where Armando Testa’s idea came from – to collaborate with Human Touch to compose the new music for the campaign: “Il sentiero del grano“. (The Path of Wheat.). The inspiration stems from studying Schumann’s Resonance, the electromagnetic phenomenon that identifies the Earth’s natural frequency, equal to approximately 7.83 hertz. To put it poetically, it is almost “the heartbeat of the planet”: a concept that continues to fascinate researchers, creatives, and musicians alike due to its evocative connection to the rhythms of nature. For the composition of the piece, every “A” note, played by the instruments, is tuned to the Schumann frequency, with the aim of creating a sound that immerses harmony, in line with the storytelling of the campaign.
Credits Mulino Bianco Brand Campaign
Agency: Armando Testa
Executive Creative Directors: Monica Pirocca, Michela Sartorio
Creative Team: Viola Trentin, Sofia Sasso, Giulia Di Crescenzo, Mattia Grassi
Head Of Strategy: Guglielmo Pezzino
Head Research & Consumer Insights: Emanuela Calderoni
Client Leader: Benedetta Buzzoni
Client Director: Gina Graci
Client Team: Gabriele Baccolo, Carlotta Chiappino
Head Of Content&Social: Andrea Gaetani
Social Strategy: Federica Bramardo
Social Team: Eleonora Valerisce, Giorgia Lago, Marta Celso
Director: Reynald Gresset
Dop: Carlos Ritter
Production Company: Brw Filmland
Executive Producer: Luca Orlando
Line Producer: Simona Ferraro
Producer: Camilla Sangermani
Production Manager: Francesco Narducci
Production Coordinator: Simona Furoni
Producer Post Tex: Cristina Moi
Scenography: Paolo Monzeglio
Stylist: Cristina Urso
Make Up & Hair: Alfonso Diaz
Food Stylist: Francesca Alberoni
Product Specialist: Walter Saro
Editor: Lorenzo Colugnati / Ass Paolo Forestale
Colorist: Claudio Beltrami
Online: Davide Maccagni
Post Cgi: Tailormade
Video Post-Production: Tex
Audio Post-Production: Sample
Digital Video Maker: Xavier Baron
Demo Food & Digital Food: Zero Table Top
KV Photography: Marco Pignatelli
Service: Vivi Film
Music: Franco Godi
Human Touch
Advisor: Va Consulting – Alessandro Arbitrio, Alessandra Pasquini, Sonia Rocchi, Flavia Arbitrio
Media Planning Agency:Publicis Connected Idea
