Pandoro or Panettone? Christmas greetings 2017

Lead DesignerNiccolò Galimberti
ClientSlum
CreditsCopywriter: Juri Bonomi
Prize(s)2nd Place in Multimedia / Online Advertising Design
Entry Description

The endless war that dominates the Italian Christmas period between Pandoro and Panettone associated with the endless war of insults and nuclear threats between Trump and Kim Jong Un. Our message is based on a pun, in Italy there is a proverb: “Non è bello ciò che è bello, è bello ciò che piace" (Beauty is in the eye of beholder). We played with it, replacing the word “beautiful” with “buono”, that in Italian means “tasty” but also “good”, and replacing the word “piace/pleases” with “pace/peace”. Deleting a single letter “i” we have changed the meaning of the sentence, and of the war.