Mutti Travel Jacket

Creative idea

The challenge behind Travel Jacket was to help students living abroad keep essential Mutti products close for everyday cooking, tapping into Gen Z’s reality and making them 'travel' in an original and affordable way. Since students often fly and luggage restrictions are key to keeping costs down, many already use creative solutions to optimize what they carry. Starting from this insight, Mutti launched a custom-made coat designed with multiple pockets to hold its products. Instead of packing a suitcase, students could wear their luggage, flying for free and bringing everything they needed for a comforting meal, even far from home.

Brand name: Mutti
Advertiser / client: Mutti
Product / service: Tomato Sauce
Campaign name: Mutti Travel Jacket
Agency network: MCCANN WORLDGROUP
Agency: McCann Worldgroup Italy
Agency chief executive officer: Daniele Cobianchi
Chief creative officer: Alessandro Sciortino
Executive creative director: Daniele Baglioni
Creative director: Stefania Abbate
Art director: Simone Bertuccio
Designer: Federica Beltrami
Account director (agency): Chiara Mariotti
Managing director: Roberta Cutuli
Strategic planner / strategist: Giovanni Lanzarotti
Senior planner: Walter Polito
Agency producer: Forbicioni Studio - Product Designer & Producer
Additional company: Javier Campopiano Worldwide Chief Creative Officer Adrian Botan Chief Creative Officer Europe Catalin Dobre CEE Creative Director and Chief Creative Officer Carmen Bistria Global Lead, Director of Product Excellence Alice Reindlová Creative Excellence Manager, Europe & the UK Carlotta Lazzaroni SMM Lead Maricla Cuomo IM Lead Alessia Di Ferdinando IM Specialist Nicola Chiappinelli SMM Margherita Lontaro Account Executive Iryna Gaiduk Developer