“THIS YEAR MORE THAN EVERr, BEST WISHES FROM ESSELUNGA”. A CHRISTMAS MESSAGE WITH WORDS FROM WALT WHITMAN FOR ALL ITALIANS
This is such a longed-for Christmas, after all the trying difficult months which have made us realise the value of small things, so Esselunga along with Armando Testa decided to send a special message to Italians. A message with an invitation to make your dreams grow every day and to love the beauty of simple things. The message sums up the essence and the sincerity in the final wish from Esselunga, this year more than ever.
The video is accompanied by a text taken from the poem “Do Not Let” (Non lasciare) by Walt Whitman, and it tells the delicate and moving story of a little boy who, with the magic help from Esselunga’s big yellow shopping bag, bakes biscuits for his parents at midnight on Christmas eve. Art director Barbara Ghiotti and copy Sara Greco worked on the creative concept with creative direction from Michele Mariani. The film, made thanks to the painstaking direction from Federico Brugia, is able to turn even the smallest gesture into something extraordinary. The choice of music was also important (“Have Yourself a Merry Little Christmas” in a moving cover by Hem) which, coupled with the words of the poem, hopes all Italians can enjoy “A merry little Christmas” finding peace and tranquillity in simple everyday things.
The campaign involved the Armando Testa team that works for the Esselunga client and it was produced by Little Bull Studios, while media planning was handled by Media Italia.