Ferrarelle: Glass

Every masterpiece deserves to be protected behind glass.
In an unexpected fold of reality lived a young artist in search of inspiration. One day a huge frame appeared out of nowhere and began to roll wildly this way and that. The odd thing was that the closer you came to it, the smaller it seemed to become. So that when it came to a stop at the artist's feet, it had become a perfectly ordinary frame. "I'm looking for a masterpiece to frame", it said. "Go into my study and choose one", replied the artist proudly. The frame went in and returned with the painting it had chosen. "But I didn't paint that", protested the artist. "I know, this is the work of nature. I'll be back when you are as good. And embracing the bottle of Ferrarelle, he rolled away back the way he had come. "That's what's missing: the effervescence!" thought the artist. He opened a bottle and enthusiastically got back to work.
The amazing thing is that it's a true story.

Advertising Agency: Euro RSCG, Milan, Italy
Creative Director: Dario Villa, Erick Loi
Art Director: Isabella Musacchia
Copywriter: Anna Triolo
Illustrator: Sergio Mora
Photographer: LSD
Published: April 2009