Through the eyes of Michele Bauli, President of the Group, the film tells the story of the fire of 9 October 1996, during which Futura Mother Yeast was saved.

The Bauli Group talks about the rescue of Futura sourdough during the fire at the Castel D’Azzano factory, on 9 October twenty-eight years ago, with “1996 – The factory is burning“, short film written and directed by Pietro Castellitto. The director writes a new one chapter of the new campaign “Futura – The most awaited magic” with “1996 – The factory is burning”, through the eyes of Michele Bauli, today President of the Group. The short was presented as an exclusive preview to employees and the press on 8 October at the UCI Cinemas in Verona, while the trailer in 30″ and 60″ format has already been on air on digital, TV and in cinemas since 7 October.

Castellitto’s artistic vision starts from onephone call, an intense dialogue between Adriano Bauli, a worried father who sees the historic family business burn down, and his son Michele, anxious about the future of the family business. The fictionalized account of that October 9th leads to meeting of two apparently distant destinies: the young Michele Bauli and the taxi driver who accompanies him to the factory that morning.
Their lives, so different, yet united by chance, are reflected in the history of the Bauli pandoro, symbol of a tradition that endures over time. The casual interweaving of stories dissolves with a strong emotional charge, when a worker manages to save the Futura sourdough and in her the taxi driver sees his wife again as a young woman: an image that contains the essence of resilience and hope, where the past merges with the present, creating a bridge between generations.

Thanks to cinema professionals specialized in period films, through a meticulous study of costumes and scenography, the director has masterfully recreated the atmosphere of 1996: from the uniforms of the police forces, the factory workers, to the taxi with its original speedometer.

The initiative is part of a brand enhancement strategy that identifies Futura, the sourdough starter, as a key asset for Bauli. Futura, in fact, is at the center of a production process that guarantees softness and fragrance to the products, which has remained unchanged since the company was founded more than 100 years ago.

“The 1996 fire is a page in our history that left a profound mark on us, revealing the value of our staff and the affection of the community”, it states Michele Bauli, President of the Bauli Group. “When you risk losing everything and the future is uncertain, you think about how important what you have is and the people who are next to you.
Today I am proud of the Group’s resilience and our ability to grow: innovation and adaptation are part of our DNA, with Futura representing an ever-evolving tradition. A special thank you goes to the women and men of Bauli who saved our sourdough, to the police and to all our employees: today we remember an event that could have changed the fate of our company for the worse, but from which, thanks to everyone’s help, we came out better than before.”

“In a year of great relaunch of the Bauli brand from a communication point of view, we wanted to dedicate a real short film to a moment that marked a turning point in the history of our company”, comments Luca Casaura, Chief Marketing Officer of the Bauli Group. “Pietro Castellitto’s look at this episode has given us a film that, we are certain, will excite the audience as it did all of us”.

“I believe everyone has a Christmas memory linked to Pandoro Bauli” tells Pietro Castellitto. “A brand becomes universal when it is dispersed in millions of particular stories, when it enters the imagination of ordinary people… And hence the idea of telling the universal drama of a company through the particular drama of a man, where the possibility of saving a company is no less important than the possibility of saving a smile.”

The short film “1996 – The factory is burning” is avilable at this link

BAULI
Bauli, a family business founded in 1922 in Verona by the artisanal skill of Ruggero Bauli, is an industrial reality that has managed over the years, thanks to its know-how, passion for pastry art and technological development, to establish a high index of brand awareness thanks to a recognized leadership in the confectionery sector in the market of holiday products and croissants. Bauli is the reference brand for those looking for soft pastry-inspired goodness, with attention to every detail, ideal for making sweet everyday and festive moments special.

Noesis Press Office Tel 02-8310511
Mail: bauli@noesis.net; baulicorporate@noesis.net

CREDITS

Director: Pietro Castellitto

Cast:
Taxi Driver: Pietro Da Silva
Michele Bauli: Guido Quaglione
Fireman: Fabrizio Gaetani
Taxi Driver’s Wife: Flaminia Sartini
Young Taxi Driver’s Wife Denisa Kucik
Bauli employee: Sofia Mauri

Bauli:
Group Chief Marketing Officer: Luca Casaura
Media & Communication Director: Giovanna Fabiano

Senior Advisor Communication Bauli Group: Dario Chirichigno

Agenzia EJ – Epik Johannes
Executive Creative Director: Jack Blanga
Business Director: Carla Giammillaro

Think Cattleya:
General Manager & Executive Producer: Martino Benvenuti
Line producer: Antonio Giampaolo
Junior Producer: Diletta Luchi
Production Manager: Livia Gabriotti
Director of Photography: Leonardo Mirabilia
Set designer: Valentina Bonura
Costumes: Marta Fantozzi

Assembly:
Editor: Gianluca Scarpa

Post Production: Artefice

Sound designer: Matteo Bendinelli
Sound post production: Sample

Music:
Composer: Enrico Giaretta

PHD-Media Center
General Manager – Paola Aureli
Client Business Director – Anna Venturini
Digital Lead – Matteo Zelger
Communication Manager – Gianluca D’Amico
Senior Planner – Martina De Carlo