Industry Project
Selling slow in a fast country.
Choose a traditional Italian lifestyle habit or cultural value and use it to address a social or behavioral problem in the United States. Develop a complete advertising campaign (brand concept, headline, visual identity and multi-platform execution) that introduces this Italian value to an American audience in a compelling and culturally relevant way.
I started from a real question: we interviewed Americans about how they experience family meals. The answers confirmed the insight: in America people are always in a rush, and meals have become something to get through, not to live. People eat on the couch, in front of their phone, without talking. Food is necessity, not experience.
In Italy it's the opposite: meals are moments of sharing, presence, connection. I chose this value — eating together as social glue — and turned it into a brand concept: La Dolce Vita. The claim Feed your relationships, not just yourself translates the promise into a behavioral challenge. And it's not just about connection: eating slowly, fresh and in company improves digestion, reduces stress and fights over-consumption of processed foods.
The campaign unfolds on multiple levels. A real-world activation transforms a tech hub parking lot into an Italian street: long table, checkered tablecloth, a chef serving pasta and telling stories. Those who finish their plate discover a golden message: You've tasted La Dolce Vita. Pass it on. Two short films: "The Golden Bite" (a documentary of the activation) and "The Dinner Table" (fiction about a couple rediscovering connection thanks to their Italian neighbors). A social campaign on Instagram and Facebook with the @la_dolce_vita profile. Billboards in American cities. And a physical product: a curated meal kit with fresh ingredients, nonna-style recipes, conversation starters and an Italian playlist for 4-6 people — because you can't eat it alone.
