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Outdoor
GranTurchese: The Imperfect, 2
In an age of AI algorithms and social media filters, perfection is becoming the norm - but a bold new campaign by Italian biscuit brand GranTurchese wants people to embrace the uniqueness of imperfection instead. Created by independent agency DUDE Milan and DUDE Design, BiscoRotti: The Imperfect Campaign turns flawed examples of GranTurchese’s own product into billboard heroes - elevating the humble biscuit into a symbol of inclusivity and uniqueness. Launching across Milan, Bari and Naples the colourful OOH campaign features striking images of broken cookies (‘Bisco Rotti’ in Italian), inspired by the 0.5% of GranTurchese biscuits which are normally rejected by quality control due to non-conformance with the brand’s visual standards. Echoing the imperfect imagery, the OOH placements themselves appear at skewed angles or upside-down torn into pieces. The campaign is supported with sampling sessions across Milan, Bari and Naples, merchandising activity and social network activations.
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