L'Osteria TV-Premiere: „Schwer zu fotografieren, einfach zu teilen“
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Movies, Commercials and Virals
Details
The Italian restaurant chain L’Osteria has brought its legendary XXL pizza to German television for the first time: In the 20-second spot, a guest tries in vain to fit his entire pizza into a photo with his smartphone. After failing to do so while sitting and standing, he finally climbs onto his chair to get the perfect shot – and the whole restaurant follows his example. In today's world, Today, the perfect food post is more than just a snapshot. It's about capturing the story behind every bite: enjoyment, lifestyle, and, above all, the joy of sharing. The brand's USP thus becomes the main character.
The Jury‘s Statement
In chain catering, moving image brand communication often remains interchangeable. L'Osteria chooses a precise cultural reference point: photographed and shared food as a social moment. The film condenses this observation into a simple, clearly directed scene in which the size of the pizza is not claimed but made visible. The fact that the entire restaurant adopts the gesture anchors the motif collectively and gives the brand a contemporary, media-compatible narrative.
