TWELVE Mail

As markets fluctuate, supply chains are being reconsidered, and AI is reshaping our lives, we believe in the power of communication. In this issue, you’ll find articles on rising expectations for agencies, CEO positioning, and the future of the Brand “Made in Germany”. We explore key questions: How can brands create emotional resonance? And what strategies should they use to connect with Gen Z?

Serviceplan asks the impossible: Silence at the table for Galbani

17.07.2025

According to Galbani, “La Dolce Vita isn’t something you talk about, it’s something you savour.” And to prove it, Serviceplan came up with a bold activation: getting an Italian family to stay silent… for an entire meal.

Around a large table, 7 members of the same Italian family were invited to enjoy a five-course dinner with just one rule: Silenzio a Tavola, no talking allowed! A true sacrifice when you're from Italy, but also the perfect excuse to celebrate non-verbal communication, so expressive, so lively, so typically Italian.

To let the public join in on the experience, a contest was launched: guess who cracked first and broke the silence. A fun and engaging way to share this unique moment and highlight Galbani’s iconic summer products, mozzarella and burrata, in all their authenticity.

Launched in Belgium and the Netherlands, the experience, produced by AKA De Mensen, is Galbani’s summer campaign running until 25/08/2025. It’s also shared across social media and featured on the contest site galbani.be, developed by Plan.Net.

To find out who cracked first, head to the contest site, the answer will be revealed at the end of August.

Client: GALBANI

Contacts: Sylvie Quertainmont, Jamila Ajana, Elodie Thijssen

Agency: Serviceplan

Business Director : Lore Meert

Account Director: Benoit Leveque

Account team: Galia Burech

Strategy: Francesco Caccamese

Creative Director: Philippe Fass

Creatives : Manuel Sarraf, Bruno Hansen, Roméo Vallario

Motion Design: Michiel Jehoul, Justine Depape

Digital Agency: Plan.Net