TV debut for Leone 1857 and The Factory of Happiness

A few days before the ribbon-cutting ceremony at the construction site of what will become the new 'Factory of Happiness' in autumn 2025, Leone 1857 unveils its first advertising spot.

The campaign will span across all channels: national TV, local TV, TV platforms, billboards, DOOH, digital videos, social media channels, and continuous communication at point of sale, featuring the spot in various durations of 60, 30, and 15 seconds. This marks a significant step, driven by the desire to reach a wide audience who can embark on a journey through the fantastic world of Leone 1857, eagerly awaiting the opportunity to visit the new facility and experience firsthand the products of the Italian confectionery company.

The spot, conceived by RED Robiglio & Dematteis/Milan and produced by Haibun, immerses viewers into the heart of production. Here, the Mastra Caramellaia (Master Candy Maker) carefully selects the finest natural ingredients to create a product born in 1857. Alongside her is the typographer, diligently crafting the packaging for Leone's 'wonderfully delightful' products. The highlight of the spot comes when a burst of happiness is triggered by a young Expert Candy Maker pulling a lever on the roof of the Leone factory, unleashing candies that reach every corner of the world: from a quaint Italian village to distant metropolises like Tokyo and New York.

Pastiglie Leone – The Factory of Happiness

Credits

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Agency RED Robiglio & Dematteis
Production Company Haibun
Director Federico Brugia

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Credits

powered by

Agency RED Robiglio & Dematteis
Production Company Haibun
Director Federico Brugia

Credits powered by

"Leone has been the Factory of Happiness for almost 170 years," explains Mario De Luca, Marketing Director of the Turin-based company. "With the new spot, we aim to reach an even broader audience and spread the brand's philosophy: a celebration of goodness and the joy of living, an explosion of Italian joy and exquisite taste, capable of traveling the world and providing moments of pure carefree bliss to anyone, anywhere. Our products are unique because they are crafted by a team working in perfect harmony to make the iconic candies the universal language of happiness."

The spot was created by a team of Italian professionals. Leone's spot is the first in our country to be produced using Virtual production, the new frontier in cinematic production. This technique allows for shooting scenes in different environments while remaining in the same studio, thanks to the 3D design of the sets and live-action integration, enabling pre-visualisation of the final result as well as easy and timely refinement of the screenplay.