For the second consecutive year, Motta asked Connexia to realize a multi-subject, multi-platform creative campaign, to explain Buondì Motta’s main feature: a breakfast both light and tasty. In line with the previous campaign, Motta asked for an irreverent, original and witty project to emerge in a competitive market.

For the new campaign, Connexia’s creative team developed a new character: the conspiracy theorist. Buondì’s qualities are in fact so unique and incredible that they almost seem like… a conspiracy!
What lies behind the famous light and delicious breakfast? This question is asked by a mysterious conspiracy theorist who, through absurd theories, wants to make the leading family believe that all about Buondì is a conspiracy.
The new communication campaign lives on different touchpoints: from TV to digital and social media platforms.