The Expo Milano 2015 communication campaign: Food is Life

"Food is Life" says the narrator of the TV and radio ad spot, unveiled last Thursday by Giuseppe Sala, Commissioner of the Government of Italy for Expo...

food life

“Food is Life” says the narrator of the TV and radio ad spot, unveiled last Thursday by Giuseppe Sala, Commissioner of the Government of Italy for Expo Milano 2015, at the first presentation of the communication campaign of the Event.

It is a campaign based on “contrasts and similarities,” explains Giuseppe Sala. Using pairs of images and words, sometimes contrasting, sometimes complementary, it describes the wealth of the theme Feeding the Planet, Energy for Life. Sweet and sour, rich and poor, land and sea, fast and slow, present and future, North and South, East and West: it reveals the many facets of food, concluding with the words: “Food is Life”, for us and for the Planet.

The campaign starts today, November 2, when main national and local TV stations – digital and satellite – will broadcast ads ranging from 30 to 60 seconds. Radio ads will begin airing on November 16. The campaign was created through a creative format developed by Havas Worldwide Milan, with original music composed by Ferdinand Arno and directed by Saku.