Just Amore Hero

Just Eat Just Amore

Insight

In the homeland of food, pizza and pineapple endure a struggling romance, the pineapple topping can offend tradition.

When we are hungry, we trust our gut without feeling judged. Why can’t we do this in every aspect of our lives? Everybody should have the freedom of choice to be able to eat whatever and live however they like.

A cartoon slice of pizza with big eyes, blushing cheeks, a smiling mouth, and raised fists in an excited gesture, set against a blurred background.
A cartoon pineapple and a slice of pizza, both with faces and arms, hold hands and walk together in a park at sunset with bushes and a building in the background.
A slice of pizza and a pineapple with faces and arms joyfully run toward each other on a beach at sunset under a colorful sky with clouds.

Idea

Just Amore celebrates the struggling love story between a slice of pizza and a pineapple, to turn a polarising meal into a symbol of freedom of choice. Because, no match is a wrong match.

An animated short film is played at the takeover of Porta Venezia subway station in the Milan Pride district. Pizza and T-shirts featuring the couple are given away to crowds throughout the festival, asking wearers to share their Pride experiences with an important affirmation: in love, there are no wrong recipes.

Impact

With over 13 million impressions, the animated film sparks a debate in which the discussion of culinary traditions becomes an opportunity for deeper reflections.

Just Amore receives outstanding media coverage and has become an educational tool for anti-discrimination classes in Italian schools.

  • EurobestA prejudice-breaking campaign that goes beyond usual sponsorship ↘
  • Ads of the WorldA symbol of freedom of choice ↘

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