Publicis Italy
Wed, 06 Apr 2022 16:36:45 GMT
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Housemates Overcome Personal Differences with the Help of Barilla Pesto
Publicis Italy continues Barilla's iconic 'A Sign of Love ' positioning
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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PUBLICIS ITALY
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
BRW FILMLAND
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
MUSIC
Title: “CHE COSSÉ L’AMOR”
Author: VINICIO CAPOSSELA
Master: Original by Vinicio Capossela
Music Company: Warner Music
Publisher: Warner Chappell Music
Sound
Mix: Screenplay
Categories: Food, Rice, Pasta and Noodles
Publicis Italy, Wed, 06 Apr 2022 16:36:45 GMT
