The famous notes of the score and the exciting and timeless cinematographic art of Giuseppe Tornatore have made it possible to realise an unprecedented homage to the Italian values of Grana Padano: the places where it was born, the skill of the cheese-makers, the traditions, the joy experienced at the table, the love of culture, well-being, passion, generosity and the patient wait for the maturing process of the cheese. Central to the creative idea is the theme of the embrace: one of the most powerful and emotional human gestures. Thanks to a visual mechanism centred on reiteration, each of the values of which Grana Padano is the bearer is literally embraced: whoever recognises themselves in this embrace, recognises themselves in a philosophy of consumption that privileges the unique Italian taste that the world has fallen in love with.
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Serviceplan Italy developed the global multi-platform campaign, with the aim of evolving the positioning of Grana Padano to a global brand, associating it with the distinctive values of ‘Made in Italy’.