La Sicilia si sente
Customer: Birra Messina | Heineken group
Industry: Food & Beverage
Project: Integrated Campaign
Awards:
2021 NC Digital Awards
1 Bronze
2021 The Lovie Awards
1 Bronze
When Birra Messina became part of the Heineken Group, the goal was to reinforce its identity and positioning by embracing its deep connectionwith Sicily. But Birra Messina is more than just a beer: it has Sicily inside. And the real Sicily cannot be simply described — it must be felt.
For the relaunch of Cristalli di Sale, we put Sicily at the center of the campaign by giving voice to its people. This led to a video journey across the island, discovering stories of Sicilians who reinterpret ancient traditions — just as Cristalli di Sale reimagines a classic recipe.
Over 30 days of shooting, we produced nine three-minute documentaries, featuring 14 Sicilians selected through street casting, who shared their bond with their land in unscripted, live recordings.
Among them, the fisherwomen Giusy and Antonella Donato, the founders of Periferica, Carlo Roccafiorita and Paola Galuffo, the photographer Giuseppe Distefano, the jewelry designer Roberto Intorre, Francesco Blancato and Francesco Cusumano from Suq. Unconventional Sicily, the singer-songwriter Mario Incudine, the chef Lorenzo Ruta, Davide Comunale and Irene Marraffa, promoters of the Via Francigene of Sicily, and the pioneers of Farm Cultural Park, Andrea Bartoli and Florinda Saieva.
The documentaries are the beating heart of a larger platformdesigned to amplify Birra Messina’s values and reach a wide audience through social media teasers, hero videos, galleries, and video pills; YouTube with a pre-roll campaign and dedicated channel; a print campaign;and a landing page on the Birra Messina website, the hub of the project.
Through design, storytelling, and digital engagement, we turned a product
relaunch into a tribute to Sicily and its people.