#parlacomespalmi – Pack Design & Integrated Campaign

Nutella is one of the Italian most loved brands but, starting from 2017, young people don’t think about it anymore.
So, a new limited edition made of three special jars has been created and the packagings have been redesigned using memorable statements.

Bumper Ads – To spread everywhere these messages, hundreds of unskippable bumper ads have been created, each one with a different copy and jar, and thanks to the Google’s Director Mix the right one have been shown when a user has performed a specific search.


Nutella – Keep Calm
Nutella – Situazione Sentimentale

The Jar – Special editions for communities


The Jar – All the proposal

Agency: BCube, Milan
Executive Creative Director: Andrea Stanich
Creative Director: Arturo Dodaro
Senior Art Director: Andrea Afeltra
Art Director: Giulia Mangano
Senior Copywriter: Davide Arini
Copywriter: Carlo Rocchietta
Copywriter: Giovanni Piroli
Photographer: Studio Ros
Published: October 2018