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McCann Milan Creates A Solution to the Troubling Salami Issue for Fiorucci

McCann EMEA, 2 years, 4 months ago

In a wonderfully melodramatic two-minute online video, we are introduced to the Board of Peace

McCann Milan Creates A Solution to the Troubling Salami Issue for Fiorucci

Fiorucci’s The Board of Peace, is a smart cutting board designed to prevent the fight for the last slice of salami.

When family and friends enjoy a plate of salami everything is joy and fun. But when it comes down to the last slice, friends and family turn into enemies.

To help restore peace, Fiorucci created a board that randomly selects who is going to get that last slice. Just press a button, cross your fingers and wait to see if the LED light points at you. If it does, no-one can say it’s unfair, because it’s the board that made the decision.

The concept was developed by  McCann Worldgroup Milano; The Board of Peace was produced by Unit9 and the video filmed by Movie Magic; it was distributed in Italian bars and restaurants and showcased in “Tutto Food” fair in early May 2015, the most prominent Italian food fair of the year.


Advertiser: Fiorucci /Campofrío

Creative Agency

Art Director: Eoin Sherry

Chief Creative Officer: Alessandro Sabini

Copywriter: Curro Piqueras

Creative Agency: McCann Worldgroup

Creative Director: Gaetano Del Pizzo, Gastón Guetmonovitch & Alessandro Sciortino

Producer: Michele Virgilio


Editor: Paolo Forestale

Production Company

Director: Gigi Casano

DOP: Marco Graziaplena

Executive Producer: Devora Magnavaca

Producer: Alessia Sala

Production Company: Movie Magic

Genre: Comedy