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Unica

Agency Network: 
Published/Aired: 
May 2017

Description

Could Nutella be even more unique? We think so. We think Nutella can be as special and expressive as every single one of its customers. With this objective, Nutella Unica was born-- the first limited edition made by seven million different jars: dozens of patterns, thousands of color combinations, one special algorithm.

Design advertisement created by Ogilvy, Italy for Nutella, within the category: Food.

Advertising Agency: Ogilvy, Italy
Chief Creative Officers: Paolo Iabichino, Giuseppe Mastromatteo
Group Head of Digital & Business Development: Michael Berger
Client Creative Director: Lavinia Francia
Senior Art Director: Andrea Guzzetti
Account Director: Simone Zanelli
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Highest Rated

rogermer's picture

Must have been a production nightmare.

But, at the end the packs are not that different. They are the same family of colors and patterns. It would've been more fun if the designs were vastly different. Like one jar full gold, another cheetah pattern, and another Miro style, etc.

rogermer
Activity Score 122
Art Director
kleenex's picture

How many of those would have been sold in a month without the special packaging???

kleenex
Activity Score 58667
Web Designer/Developer
rogermer's picture

Must have been a production nightmare.

But, at the end the packs are not that different. They are the same family of colors and patterns. It would've been more fun if the designs were vastly different. Like one jar full gold, another cheetah pattern, and another Miro style, etc.

rogermer
Activity Score 122
Art Director
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