To develop a protagonist of the new 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. To make 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.
For character to be positive, kind, engaging and amusing.

Pink Salt worked on the creation of Buccia for the Italian brand Il Cucchiaino d’Argento. Buccia 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!

Stickers & Gifs – Buccia expresses all her expressiveness through a series of 13 stickers 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 formats – Instagram will be the platform that will bring the character to life, including through 5 interactive formats. In fact, 60 Instagram stories will take care of entertaining and educating the little ones, with the complicity of their parents, encouraging them to test themselves in the kitchen with games and content capable of inspiring
even the older ones. The challenge of the project is precisely that of entertaining like a television program and bringing parents and children back to spending more time together in the kitchen.

Summer Edition

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.”