Mulino Bianco – Finding happiness

Mulino is the bakery side of Barilla group. The most iconic and known bakery.
Mulino Bianco has a strong cultural connection with italian people, thanking its products, its heritage and its cultural relevance (a lot of kids has been raised having Mulino Bianco biscuits and goods at breakfast).
The whole campaign has the aim to substanciate the repositioning tag line
Good things make us happy, to solve a quite tough issue, the brand was having a tiny negative perception because it always talked about a dreamy life, super positive thinking without show it concretely.