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Housemates Overcome Personal Differences with the Help of Barilla Pesto

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Publicis Italy continues Barilla's iconic 'A Sign of Love ' positioning

Housemates Overcome Personal Differences with the Help of Barilla Pesto

Barilla is on air with the new global Pesto campaign, signed by Publicis Italia, with which the brand consolidates the strategic and creative positioning launched in 2021. The new Global Product Campaign, on air in 20 countries, continues to focus on relationships, marking a continuum with the emotional and communicative path summarised in the iconic payoff: ‘Barilla. A Sign of Love’.

The new commercial celebrates Pesto as ‘the taste everyone loves’ through stories of sharing and caring, in which opposing personalities overcome their differences when Pesto Barilla is served on the table. 

Because of its creaminess, tasty flavour and top-quality ingredients, Pesto is a gesture of thoughtfulness and attention to each guest, but also a sign of love for our planet, because it includes, among its ingredients, basil from sustainable agriculture and processed with a delicate method, synonymous with attention, care and skill.

The campaign came to life thanks to the vision of Abbie Stephens, a young, internationally renowned director known for her powerful and visually stunning direction. 

To emphasise the emotional impact of the film and underline its warm and welcoming atmosphere, the soundtrack ‘Che cos'è l'amor’ by Vinicio Capossela was chosen, precisely because of its passionate, classic yet surprising Italian vibes, which enhance the carefree and thoughtful soul of Pesto Barilla.

This historic turning point for the brand globally, which recognises Pesto Barilla as a true icon of Italian taste around the world, comes to life in a multi-platform communication, involving all touchpoints (digital, social, out-of-home, retail). 

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Global Chief Creative Officer Publicis WW: Bruno Bertelli

CCO Publicis Italy: Cristiana Boccassini

CCO Publicis Italy: Mihnea Gheorghiu

Global Executive Creative Director: Riccardo Fregoso

Head of Art Direction: Costanza Rossi

Associate Creative Director / Copywriter: Stefano Zanoni

Creative supervisor / Art director: Roberto Ardigò

Senior Art director: Andrea Raia

Senior Copywriter: Matteo Gatto

Digital Art Director: Thomas Aito

Digital Copywriter: Margherita Teodori

Global Chief Strategy Officer: Bela Ziemann

Head of Strategy: Niccolò Rigo

Strategy Director: Monica Radulescu

Senior Digital Strategist: Margherita Tuvo

General Manager: David Pagnoni

Groupe Client Service Director: Federica Papetti

Group Account Director: Mirjana Slavkovic

Account Supervisor: Roberta Di Ponzio

Head of Social: Alessandro Bochicchio

Social Media Manager: Nicolò Russo

Head of TV Production: Francesca Zazzera

Senior TV Producer: Antonella Capella

Art Buyer: Caterina Collesano, Naomi Stucchi


Director: Abbie Stephens

Dop: Jaime Feliu-Torres

Executive Producer: Luca Orlando

Head of Production: Claudio Cicoli

Line Producer: Giulia Buffa

Stylist: Buki Ebiesuwa

Set designer: Laura Sabat

Food Stylist: Francesca Alberoni

Service Barcellona: Mendips

Tex s.r.l.

Post Production Supervisor: Nicola Scarpinato

Editor: Ben Corfield@Stich, Stuart Greenwald

Flame Artist: Davide Maccagni

Colourist: Julien Alary




Master: Original by Vinicio Capossela

Music Company: Warner Music

Publisher: Warner Chappell Music


Mix: Screenplay

Categories: Food, Rice, Pasta and Noodles

Publicis Italy, Wed, 06 Apr 2022 16:36:45 GMT