Fast food joints and Gen Z
A creative masterclass from the UK
Hi friends,
there's a huge gap in how the Gen Z audience is spoken to in Italy compared to the rest of Europe, especially when it comes to fast food. In Italy, it's often seen as more of a family thing than something for young adults. I love Leo Burnett UK's work for McDonald's with We Rise, engaging 14 young adults to co-create the whole campaign.
Same vibes for the impressive KFC campaign —everything from the idea to the choreography, styling, casting, the ooh, and the new typeface is spot on.
Design lovers, make sure to read the entire issue to learn more about the Deadline Festival in Milan. Don't miss it.
Oh, and the Euros have started! Not sure what England will pull off, but with Jude's stunt, they've already won in my book.
Have a good read
ADVERTISING
Own It: McDonald’s embracing youth culture
In a unique collaboration with Leo Burnett UK, McDonald's celebrates the organic ownership young adults have taken of the brand in British youth culture. The campaign showcases how 16-24-year-olds have personalized the McDonald's experience, creating their nicknames for the brand and turning it into a symbol of community and belonging. Without showing any food or restaurants, the campaign highlights how young adults across the country have made the invite to McDonald's their own.
ADVERTISING
Believe in Chicken: KFC's bold new campaign
In its latest two-stage campaign, KFC invites us to "Believe in Chicken" amidst a world filled with uncertainties. The campaign, crafted by Mother agency, features mysterious teaser ads, a captivating launch spot directed by Vedran Rupic, and a new typeface inspired by KFC's Original Recipe Chicken and developed with the help of Familytipe. The innovative typeface, named Original Recipe, embodies the uniqueness of KFC's hand-breaded chicken by allowing each character to shift, ensuring no two designs are the same subtly.
FEATURED
A bunch of news from my network
- Aperol & Primavera Sound [source Andrea Ceccarini linkedIn]
- Esselunga’s 60-second film for UEFA EURO 2024 aired quiet on TV during prime-time [source Luca Pannese linkedIn]
- Excellence is a choice with Sinner and Lavazza [source Andrea Galanti linkedIn]
- Iliad commercial: chill subject [source Valerio Musilli linkedIn]
- Brunello Cucinelli boosts China offering by launching perfumes [source Antonio Stasolla linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Infomaniac: Based on a true story? A scene by scene breakdown fo Hollywood films
Streaming binge: Pixar’s future could ride on these tiny creatures
Foodies bites: These chefs and restaurants are the 2024 James Beard Award winners
JOB POSTING
The wrong place to find the right job
- TikTok is hiring a Clients Solutions Manager [through Giuseppe Suma]
- Santa Margherita Gruppo Vinicolo is recruiting for this role: Travel Retail & e-commerce specialist [through Elena Bermani]
MARKETING
Mktg picks not to miss
- Why Abercrombie & Fitch isn’t complaining about the weather
- The Absurd Charm of Franchises by
- 31-year-old built a company that could bring in $48 million a year all due to olive oil
ADVERTISING
Hey Jude: adidas celebrates Next Generation in Euros 2024 Film
Adidas has released a new film ahead of UEFA EURO 2024, featuring Jude Bellingham and other football icons like David Beckham. Titled 'Hey Jude, You Got This,' the spot by Johannes Leonardo and Spindle is a powerful tribute to the new generation of players representing the nation. Set to the classic Beatles track 'Hey Jude,' the film encourages this year's team to rise above past disappointments and embrace fans' support.
DESIGN
Deadline - Redefining Design: A Festival of innovation and inspiration
Experience design like never before at 'Deadline - Design beyond pixel,' a groundbreaking Design Festival happening on June 21st and 22nd, 2024, at Talent Garden Calabiana. Explore design possibilities as a source of innovation and opportunity rather than just deadlines. Organized by Talent Garden in collaboration with Caffè Design and Monogrid, this event is a melting pot of digital and physical design, fostering an atmosphere brimming with creativity and learning. More than just a conference, Deadline is a gathering of Italy's finest designers, offering a platform to learn, share experiences, and cultivate new ideas. Whether you're a designer, startupper, marketer, or design enthusiast, this festival promises engaging talks, networking opportunities, and a fresh perspective on the impact of design on our world. Save the dates and be prepared to be inspired.