Birra Moretti
Mangiare come piace a noi
Less theatre, more table
The film · 30″
Somewhere along the way, dinner became a performance — foam, tweezers, plates you photograph before you taste. The film answers with an affectionate provocation, built as a rhythm: every meno is a piece of gastro-theatre, every più is the thing we actually came for. Less origami, less show, less smoke. More portions, more warmth, more people at the table.
Meno origami, meno show, meno affumicature. Più porzioni, più calore, più storie.
Every pretension on the screen, answered by something better on the plate.
A line for every city
The idea travels as language. One mechanic — meno _____, più _____ — refilled with the food each city actually argues about, then hung where that food lives. We localised the headline market by market, so the joke always lands in the local dialect of hunger.
Out in the open
From a façade on Campo de’ Fiori to the platforms of Metro Battistini, the campaign ran where people were already deciding what to eat. The work didn’t interrupt the city — it joined the conversation at the table next door.
Campo de’ Fiori · Roma — “Meno assaggini, più bucatini.”
“Meno Moretti, più Menietti.”An audience reposting the billboard, writing our next headline for us — the surest sign a platform is working.
Credits