A campaign that makes every Italian a tiramisù inventor.
In Italy, food is serious business. In fact, the origins of some iconic recipes spark real debates — and tiramisù is one of the most debated and divisive desserts.
From this tension comes Libera il tuo tiramisù, the new communication platform by Pavesini, that continues its positioning Libera la tua leggerezza, shifting its focus onto one of the most codified symbols of Italian cuisine.
To ease the tension, Pavesini shares its light point of view: tiramisù is a free dessert that doesn’t belong to a rulebook, but to people — their stories, family memories, and endless variations. A declaration of freedom proving the story of tiramisù is, in fact, the story of all of us.
Concept, copy
DENTSU CREATIVE
From this tension comes Libera il tuo tiramisù, the new communication platform by Pavesini, that continues its positioning Libera la tua leggerezza, shifting its focus onto one of the most codified symbols of Italian cuisine.
To ease the tension, Pavesini shares its light point of view: tiramisù is a free dessert that doesn’t belong to a rulebook, but to people — their stories, family memories, and endless variations. A declaration of freedom proving the story of tiramisù is, in fact, the story of all of us.
Concept, copy
DENTSU CREATIVE