Pasta Says More Than Words in Global Barilla Campaign from Publicis Italy
Barilla repositions itself on a global level with a global brand campaign from Publicis Italy, which puts emotion back at the core of its communication and marks a new strategic path for the brand worldwide.
As in the memorable campaigns of the past, the brand speaks to people's hearts giving a special value to a dish of pasta prepared for someone. In the new Barilla film, preparing a dish of pasta becomes a way to communicate what we usually cannot say with words. Statements like 'I love you', 'I missed you' or 'Sorry, it's my fault' can be demonstrated with a dish of pasta.
The new global brand campaign will be launched in 40 countries and brings together classical stories with a highly contemporary flavour. The relationships show today's families, each with its own distinctive character, difficulties and diversity. The new payoff is 'Barilla. A sign of love' and it will be exactly these signs that will let the protagonists of the stories find each other, communicate and feel a little bit closer.
The film is directed by Saverio Costanzo, known for having directed the Italian-American TV series 'My Brilliant Friend' and for the film 'The Solitude of Prime Numbers', for which he was nominated for a David di Donatello Award. To enhance the emotional impact of the film, the music of 'Beautiful that Way' by Noa, was chosen as a reinterpretation of the soundtrack of the Oscar-winning film "La Vita è Bella".
Gianluca Di Tondo, global chief marketing officer at Barilla, commented: “This new global brand position marks an historic moment for Barilla. The brand has managed to rediscover the classicism of its most iconic campaigns, while adapting it perfectly to the challenges of our time. Today we all need to feel more human, closer, and a sign of love can make all the difference."
Cristiana Boccassini, chief creative officer at Publicis Italy, comments: “It is a privilege to work with Barilla, one of the most loved and well-known Italian brands in the world, with an extraordinary history that continues to evolve, always leaving its mark. It is a love brand with which we feel we have a unique affinity in terms of values and growth path, and we are more than happy to support our client facing a new exiting global challenge.”
The new Brand strategic positioning will come to life in a new communication platform involving all brand’s touch points (digital, social, out-of-home, retail).
Global Chief Creative Officer Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
Executive Creative Director: Riccardo Fregoso
Creative Director / Copywriter: Stefano Battistelli
Creative Director / Art Director: Marco Viganò
Associate Creative Director / Copywriter: Stefano Zanoni
Creative supervisor / Art director: Roberto Ardigò
Art director: Giulia Di Filippo
Digital Art Director: Mattia Leporale
Digital Copywriter: Jacopo Trotta
Chief Strategy Officer: Bela Ziemann
Strategy Director: Monica Radulescu
Strategy Director: Ornella Ciot
Senior Digital Strategist: Margherita Tuvo
Global Client Service Director: David Pagnoni
Client Service Director: Federica Papetti
Account Supervisor: Alberto De Simone
Account Manager: Dario Gambera
Head of Social: Alessandro Bochicchio
Head of TV Production: Francesca Zazzera
TV Producer: Alessio Zazzera, Antonella Capella
Art Buyer: Caterina Collesano
Chairman: Marco Bussinello
Executive Producer: Luca Orlando
Head of Production: Claudio Cicoli
Production manger: Cristina De Rossi
Production Coordinator: Daniela Fabrizio
Line Producer - Live action: Liza Fisher Foresi
Asst. Producer - Live action: Irene Rei
Line Producer - Food: Simona Ferraro
Production Manager - Food: Marco Fazio
MAIN CREW - Live Action
Director: Saverio Costanzo
DOP: Fabio Cianchetti
Set Designer: Luca Merlini
Set Decorator: Marcella Galeone
Stylist: Amelianna Loiacono
Ass Stylist: Gianluca Francese
Food Stylist: Francesca Alberoni
MAIN CREW - Food
Director/DOP: Luca Robecchi
VIDEO POST PRODUCTION
Post Production Supervisor: Nicola Scarpinato
Editor: Fabrizio Squeo, Stuart Greenwald
Flame Artist: Davide Maccagni, Jacopo Ardit
Colorist: Andrea Baracca - Daniel Pallucca
Exchanges Vfx s.r.l.
Vfx Supervisor: Marco Negri e Mirko de Angelis
Producer: Andrea Valeria Peri
Roberta Longo, Elena Iankov, Guido Tognoni. Paolo Gerosa
Title: Beautiful That Way
Authors: Nicola Piovani, Gil Dor, Achinoam Nini
Music Supervision and re-recording: Ferdinando Arnò - quiet, please!
Executive Producer: Alessandra Teatini – Luca Lo Tito
Licensing: quiet, please!
Publishing: Tentacoli Edizioni Musicali
Author: Evanghelos Papathanassiou
Music Supervision: Michael Bertoldini
Executive Producer: Michiel Marsman
Publishing: Emi Music Publishing Ltd / Sony Music Publishing (Italy) Srl