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Buccia

designed by Mauro Gatti

for Il Cucchiaio d'Argento

The Brief

Il Cucchiaio d’Argento, the major Italian cookbook and kitchen reference work originally published in 1950 by Editoriale Domus, challenged Pink Salt with an exciting project to develop a protagonist of the new Il Cucchiaino d’Argento edu-gastronomic column with a goal of raising engagement of a young audience (from 3 to 11 years old) and to teach kids and parents cook together. Our task was to design a character suitable for different social platforms and ways of promotion. The objective is to create long term storytelling represented by a kids-friendly mascot; the final image must be adjustable with a possibility to use it through an editorial plan designed to entertain Instagram users like a TV show as well as for variety of different proposes, such as cooking tutorials, social media campaigns, collaboration with other brands, etc.

The Idea

We embraced the occasion to collaborate with the major Italian illustrator Mauro Gatti that ideated and designed Buccia. She is their first character dedicated to children, she’s an heart-shaped apple! She’s all red and she’s sweet, funny, curious, always happy and – sometimes – mischievous. But overall, Buccia’s passion is cooking! We developed her unique character through animations, stickers, Instagram stories and promotional materials. We focused on the facial expressions and on highlighting her amazing passion for cooking that sometimes can be… messy! But always positive, kind, engaging and amusing.

The Stickers & Gifs

Buccia expresses all her expressiveness through a series of 27 stickers & gifs that can already be found on Giphy, usable on Instagram and on all Instant Messaging platforms, available for everyone and to be used in any time to communicate every emotion and have fun with friends.

The Buccia stickers & gifs have reached on Giphy social platform over 270,8 Million Gif views!

Check it out HERE.

The Sponsored Stickers

The Animations

The Promotion

The Landing Page

You can follow the evolution of the project HERE and HERE !

The Book

About
Mauro Gatti

Mauro Gatti is an award winning Italian illustrator and designer based in Los Angeles, California. Over the years he has been working on illustrations, branding, games, apps, videos, mobile stickers and installations for an amazing range of clients, from Mtv, Nike and Disney to JibJab, Line, Redbull, Vans amongst others. Currently Mauro works as a Creative Director of WhatsApp Global.
“I have directed teams of all sizes and I believe in mentoring team members to achieve their full potential. In 2004, I co-founded Mutado, a creative studio with offices in Milan, which is now part of the DeAgostini Group (the leading European publishing company). Over the last 10+ years I’ve led teams large and small to establish and grow the digital presence of some of the worlds’ largest brands focusing in particular on the mobile arena. In 2017 the StoryBots digital redesign that I’ve directed has been awarded with an Emmy for Outstanding Interactive Media.”

The End

client
Editoriale Domus S.p.A.
project
Buccia
brand
Il Cucchiaio d’Argento
brand head of digital
Annalisa Musso
digital product manager
Marta De Simone
design agency
PINK SALT
creative director
Beatrice Cardile
creator & character designer
Mauro Gatti
animator
Stefano Meazza
copywriter
Marco Bottini
art director IG stories
Paolo Vendramini
copywriter IG stories
Francesco Fragomeni
Giphy strategy
Antonio Ruscitti / Lizard agency
voice
Serena Menarini
sound designer
Alessandro Branca
music producer
Human Touch Music
executive producer
Anna Caregnato

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