Taste has its natural weight.
The Advertising Campaign, both produced in Print and 30″ TVC for the lightweight and tasty italian biscuit brand Pavesini was developed at Nuova Accademia di Belle Arti Milano. The brief requested the communication of its three ingredients: flour, eggs and sugar. The attributes lightness and its delicious taste without any additional ingredients were also important to highlight. For the conceptual idea I came up with the decent and yet meaningful pay-off “Taste has its natural weight” and executed the visual through an equilibrium.