Abafoods has in fact chosen to adopt, also through the work of its agricultural company La Goccia, modern and at the same time ancient production practices, selected to respect the times of nature and its cycles, as well as to preserve the richness of the land and, consequently , the quality of the products put on the market: from long cereal rotations to the cultivation of small plots, from the renunciation of herbicides and chemical fertilizers to the adoption of eco-sustainable and cutting-edge industrial techniques.
To tell this 360-degree commitment, Abafoods asked Alkemy to create a video poster that would show the wealth and beauty of its lands, but also the daily life of farmers who, with their daily work, put into practice a concrete vision realistic and sustainable future. The result is an " ode to biodiversity ", which is also a choral portrait made of real faces and stories, such as those of Mario, Franco and Riccardo, the real protagonists, together with the landscapes of Puglia and Molise, of the film directed by Michele Cardano and Francesco Bolognesi .
Together with the video poster, Alkemy has created and edited a content toolkit for the communication of Abafoods and its brands (such as Bjorg and Isola Bio) but also of other international brands of the Ecotone Group. The toolkit collects over 200 elements including interviews, videos and photographs , which tell from all points of view the commitment of Abafoods towards biodiversity, its people and its lands.
“To tell the vast world of Abafoods we reasoned in a circular way : creativity and production worked in total synergy to write the manifesto and at the same time define the countless assets to be produced. It was an in-depth work of optimization and writing, writing and optimization , which thanks to the direction of Cardano and Bolognesi has led to a result to be proud of ” , says the executive creative direction of Alkemy in a note.
To see the video: https://vimeo.com/623424130
At the heart of Abafoods' vision is the concept of biodiversity: that is, the intrinsic value of the richness of ecosystems and the variety of animal and plant species, which the company aims to protect, maintain and disseminate, even beyond standards. organic farming.
“ Those who buy and consume increasingly recognize the values of organic and the impact on environmental sustainability . On these issues Abafoods has no equal. Today we are taking a step further, promoting agricultural practices for our vegetable drinks and for our farmers that go beyond organic in favor of biodiversity . We now want to show these values with a communication campaign on our beautiful lands in Italy where we grow cereals and giving a voice to the farmers who are part of our network ” , adds Simone Salvioni, Marketing Director of Abafoods.
Strategy, creativity and production were handled by Brand Experience, Alkemy's offer line dedicated to the end-to-end management of the communication chain.
CREDITS
Executive Creative Directors: Jan Mattassi, Marco Tironi
Brand Experience Senior Director: Federica Busino
Account Director: Edvige Crescibene
Account Supervisor: Giuseppe Rubinetti
Senior Strategist: Silvia Leso
Senior Copywriter: Riccardo Froscianti
Senior Art Director: Mauro Breda, Chiara Graziosi
Content Editor: Alessandra Castellazzi
Directed by: Michele Cardano, Francesco Bolognesi
Executive producer: Simone Di Mezza Cutillo
Producer: Chiara Agresta
Junior Producer: Filippo Giordani
Photographer: Andrea Metafuni
Editor: Fabrizio Ferigo
DOP: Luca Gennari
Alkemy SpA works to improve the market position and competitiveness of large and medium-sized companies by stimulating the evolution of the business model in line with technological innovation and consumer behavior. Alkemy integrates skills in the areas of Strategy, Communication, Design, Performance, Technology, Insights & Analytics with an offer, designed for the post-digital context, which covers the entire value chain from strategy to implementation.
