S.Pellegrino

Problem: The holiday season is a crowded sea of red and green. How does S.Pellegrino earn its place on American holiday tables?

Insight: While most Americans regret rushing through their holidays, Italians understand the true secret to celebration: lingering and savoring, often spending three times longer at the dinner table than Americans.

Idea: We launched "Holiday on Italian Time," a hilarious, unscripted social campaign featuring comedian Diane Morgan and Italian-American icon Stanley Tucci. They playfully inspired Americans to ditch the holiday rush and embrace the Italian art of lingering over dinner, making S.Pellegrino an essential part of holiday rituals and helping the brand surpass its sales targets.

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Agency: Ogilvy