Birra Moretti
Mangiare
come piace a noi
Challenge
Can you convince the
Italian table to betray wine?
Wine has ruled the Italian table for generations.
Our brief was to challenge its supremacy.
Rather than fight wine on its own terms, we looked for the kind of table where beer has always felt more at home: the shared pizza, the microwave lasagna, the noisy table where nobody worries about the right glass.
Solution
Eating, the way we like it.
We created a manifesto championing authentic and spontaneous eating. Two worlds, set against each other scene by scene. One flawless and cold, the other imperfect and alive. Enea Colombi's direction and Alex Kochi's cinematography work that thin line on purpose, framing the intellectual drift of contemporary cooking with an eye that lets its contradictions surface, and finds the humour in every one of them.
The copy formula
Underneath everything sits one simple engine, reducing the entire manifesto into two words: familiar, fast, hard to argue with. It never scolds, because it trades the “no” for a better “yes”. Fill the blanks however you like and you get a fresh headline that still sounds exactly like Moretti.
Local Out of Home
The outdoor campaign took the formula to the streets. Three cities, three specific food cultures, three targeted headlines defending local comfort food against culinary snobbery.
