Creative integration - not matching set of luggage

Gotta love clients who understand:

  1. that creative integration doesn’t need to mean a matching set of luggage;
  2. that we need to entertain them to engage them.

Our Canada Bread client team had an existing :30 TV spot to increase awareness of the new brand offering, Villaggio an Italian-style bread.  They came to Cundari with the challenge to build off the TV platform (Villaggio, it’s the one word of Italian everyone should know) and create something engaging for the digital environment.

They did not insist that we create a literal interpretation.  They also gave us the freedom to have some fun.  And Grocery Cart Gondola was born.  843K+ consumers have watched the video so far.