Paluani is ready to unveil its new positioning. The challenge? 
To stand out in a crowded period like Christmas, in a truly distinctive way.

Paluani wants to launch a TV campaign and more to tell the production process in a new light, with the goal of highlighting the care taken with time.

How can we approach the target audience to tell the magic of Christmas in a fresh way? All it takes is taking a traditional element, like an elf, and humanizing it to make it the spokesperson for the production process.

Among elves with strong personalities and very human traits, we meet Zeno, Giulietta, and Arena, who will take us behind the scenes of the goodness and fluffiness of Paluani's Pandoro, which is made in Verona at the Confectionery Workshop. In the story, the speaker of the ad is distracted by the elves, interacting particularly with one of them.

The creativity leverages the “Right Time Method,” the key ingredient in the production process: patience. Because giving each stage the time it needs, allowing the ingredients and fermentation to work their magic, is what makes each Pandoro soft and unique.

Through a cross-channel approach, the ad was planned for Connected TV, video strategy on YouTube, and social media activations on Facebook and Instagram with dedicated content.