Goodness and Health




Launch of the new Valsoia "Goodness and Health", a TV, radio and out of home campaign, which captures the essence of the brand in a fresh and immediate way.


Serviceplan Italia

Filmmaster produced the New Valsoia Campaign
"Goodness or Health?"

Filmmaster produced the new Valsoia TV campaign, directed by the Lucini brothers with the collaboration of Massimo Zambiasi for the food segment. The campaign comprises three 20-second commercials targeting different audiences, products, and moments of the day, all united by a common theme. Each narrative seeks to answer a question we've all pondered: "Goodness or Health?"
The original soundtrack, specially crafted in collaboration with musician Fabio Gargiulo, serves as a distinctive element for the brand. Its rhythm and freshness underscore the possibility of living healthily and deliciously with Valsoia products.

A New Evolution for Valsoia
The Concept

Serviceplan Italia developed the project with the goal of evolving Valsoia's communication strategy while maintaining its historic positioning as a pioneer of a healthy yet tasty lifestyle. In a panorama in which daily choices become increasingly crucial, Valsoia is the choice for those who no longer want to choose.
The campaign slogan "Goodness and health," deeply rooted in the brand's positioning, articulates this concept clearly and decisively. With this project, Valsoia confirms its commitment to providing consumers with tasty and healthy food solutions, making the choice between goodness and health just a memory.


Agency: Serviceplan
Director: Marcello and Luca Lucini live part / Massimo Zambiasi food part
President: Lorenzo Sassoli de Bianchi
CEO: Andrea Panzani
Central Marketing Director: Leonardo Lambertini
Media and Consumer Relations Director: Cristina Grappeggia
Chief Creative Officer: Stefania Siani
Creative Direction: Giuliana Guizzi, Salvatore Giuliana
Art Director: Alex Fattore
Copywriter: Francesca Beltrami
Account Director: Chiara Antonetti
New Business Director: Ilaria Mosca
MD Make: Laura Moltrasio
Senior Producer: Michela Giordana
Executive producer: Michela Gabelli
Producer: Valetina Bellanza
DOP: Marco Alfieri
Director: Luca Lucini and Marcello Lucini
Production company: Filmmaster
Production design: Amos Caparrotta
Stylist: Giulia Deodato
Editing: Luca Angeleri
Colorist: Giorgia Meacci

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