Crispy True Icons

Crispy True Icons takes Crispy McBacon beyond the product, placing it alongside global symbols, Italian icons and local references. As Art Director and Motion Designer, I translated the campaign language into a consistent motion system. I developed the logo animation and motion style for social and digital OOH, worked on the Milan Cadorna station domination, and created the end tag and supers for the Achille Lauro film.
The project was awarded with a Silver in the Engaged Community category at the 2026 Effie Awards Italy.

The campaign starts with Italian and global icons, moves into sayings tied to individual cities and invites people to create new comparisons. The format becomes a shared language, grows spontaneously into a meme and culminates in the choice of Italian style icon Achille Lauro.