Our words? They are perfectly sliced pieces.

Pindarica developed a series of multi-subject advertising campaigns for five products by Grasselli, a leading company in the manufacturing of machines for meat cutting, portioning, and skinning.

The concept revolves around a copyhead mechanic: each headline alone communicates the characteristics of one of the five machines. For instance, the KSL cuts very precise horizontal slices at high speed. Therefore, the headline “38,000 slices/hour” is literally sliced horizontally. On the other hand, the NAB is a skinner, so the top part of the slogan “lifts” as if it were skin. This approach continues across all campaigns: the texts are portioned, sliced, and skinned, mimicking the operation of each machine.