Client:
Italian Trade Agency
Date:
2015
Deliverable:
Branding. Logo, Art Direction, Print

Not everything ‘Italian’ is as Italian as it seems.
We wanted to educate North American consumers on the issue of counterfeit Italian products by creating a platform that helps distinguish authentic Italian from Italian sounding or looking products. 
So we created our own mock ‘Italian’ packaging to demonstrate the problem complete with the line, ‘Just because it looks Italian, doesn’t mean it’s Italian.’
Our ‘Made in Italy’ message is supported with a call to ‘Look for the real thing’ and invites consumers to buy, taste, and experience true, Italian-made products. 

Design: Jacqui Lau, Dominic Liu, Esra Tasdemir

Copy: Derek Silveira 

ECD: Tom Koukodimos
Agency: Sid Lee Toronto
Made In Italy - Just because it looks Italian, doesn’t mean it's Italian - video : Derek Silveira & Andrew MacPhee

 

Left:
Parmigiano Reggiano
Illustration

Right:
Asiago Cheese
Illustration

Left:
Promotional Merchandise
Tote Bag