Saila is one of the most historical and iconic brand of licorice candies in Italy.
In 2022, after almost 30 year, they came back in communication with a new positioning that focuses on the experience of tasting the licorice.
Licorice is another way of experiencing freshness.
Its taste is stronger than mint. It’s not just bitter. Not just sweet.
It’s intense. And, of course, different.
It’s the other side of freshness, the dark side.
We represented the world of the freshness with the metaphor of chess,
where the white side is the mint and the dark, of course, is the licorice.
Chief Creative Officers & Partners: Livio Basoli & Lorenzo Picchiotti
Group Creative Director: Selmi Bali Barissever
Copywriter: Cecilia Panisi
Art Director: Alessandro Borrelli
Client Director: Elena Panza
Account Director: Giulia Borina
Senior Account Manager: Elena Castejon
Account Executive: Andrea Torrano
Integrated Production Director: Matteo Pecorari
Senior Producer: Alice M. C. Garbelli
Junior Producers: Giovanna Distefano & Francesca Di Donna
Head of Physical Production: Simone Raddi
Post production Supervisor: Seba Morando
Editor: Niccoló Gobbi
VFX Artist: Diego Gonzalez Galicia
Colorist: Daniel Pallucca
Music: Musical Box
Voice over & mix: Gigasound
Director: Enea Colombi
DOP: Alessandro Ubaldi
Set Designer: Andrea Faini
Costume Designer: Millo Rasia
