OLIVARI
The little things are everything.
Services
Campaign, Brand, Film, Photography, Out-of-Home, Social.
Result
Sales doubled in six months, 20x the engagement of the nearest Italian competitor, a 60K+ community, a Bon Appétit retweet, and a New York Times feature.
My Role
Senior Art Director, Designer, Photographer.
Olivari makes a genuinely good Mediterranean olive oil, but in the US almost no one knew the name. A small brand owned by one of the world’s largest producers, trying to earn its way onto American tables without shouting product claims like everyone else in the aisle.
The insight was simple. Good olive oil is the sum of a thousand small, careful things, from how the trees are planted to how the bottle pours. So the campaign celebrated exactly that. A Year of Little: a piece of content every weekday for a full year, each one a small gift, all built on one idea.
What followed was a year of small gifts. Films, photographs, paper sculptures, tiny printed worlds, and a daily run of social pieces, each one a quiet argument that the details are what matter most.
The little things are everything. That was the whole idea, and the campaign was just proof of it, told one small piece at a time.
Around the films ran a daily drumbeat of small, smart pieces. A thermometer worth a thousand words. A trophy for the perfect bite. A paper bird for every state. One little idea, told a new way every weekday for a year.
An ambitious social media campaign to stake a claim in the United States market.
At the heart of it was a series of short films about people who obsess over small details. A boat built by hand, glass blown by eye, bruschetta made with care. Each one a reminder that the little things are where the quality lives.
And it lived in the real world too, in print, out of home, and at retail. The same idea, scaled from a paper sculpture to a magazine spread to a trade show floor.
In six months, sales doubled. The work out-engaged the nearest Italian competitor twenty to one, grew a community of more than sixty thousand, drew a retweet from Bon Appétit, and earned a feature in The New York Times. Not bad for a campaign about little things.
Sound
A little score for a year of little things.
