Mutti, Italy’s leading brand of premium preserved tomatoes, is launching a new brand platform and campaign to disrupt the preserved tomato category, and to educate that not all tomatoes are created equal - via agency Special Australia.
Directed by RBG6, the campaign, ‘Mutti. When you know, you know’, aims to make people question everything they thought they knew about tinned tomatoes, cementing Mutti as the premium, and only, choice for those with discerning taste. Consisting of two films, the campaign dramatises the obsession that those in the know possess, celebrating the human truths rather than taking the more traditional approach of focussing on the functional product qualities.
CREDITS
CLIENT: MUTTI PARMA
Managing Director: Trish Pegorer
Marketing Manager, ANZ: Charlotte Buswell
Brand Manager, ANZ: Amanda Cassidy
AGENCY: SPECIAL AUSTRALIA
CEO/Partners: Lindsey Evans & Cade Heyde
CCO/Partners: Tom Martin & Julian Schreiber
Head of Strategy/Partner: Dave Hartmann
Creative Directors: Sian Binder & Lea Egan
Team Lead: Tiffany Hunter
Business Manager: Meri Stewart
Senior Producer: Paul Johnston
Digital Producer: Stacey Szabo
Social Lead: Sarah Mackie
PRODUCTION COMPANY: PHOTOPLAY & ASPEKT
Director: RBG6
Executive Producer: Oliver Lawrance
Executive Producer: Kim Buisson & Liz Dussault
Producer: Mia Tidlund
DOP: Andreas Bjørseth
Post production: Rascal Stockholm
Set Designer: Roger Rosenberg
Stills: Per Björklund @perumb
Sound House: Rumble Studios
Sound Engineer: Tone Aston
Sound EP: Michael Gie
MEDIA AGENCY: Wavemaker
Client & Communications Director: Peter Andrew
ABOUT PHOTOPLAY:
Photoplay is a boutique production company based in Sydney. We are a collective of both filmmakers and photographers creating content across all mediums – digital, television, live activations & events, publishing, advertising and art. Inspired by the limitless potential of storytelling, we believe in a world that is experimental, creative and fun.