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Pasta Says More Than Words in Global Barilla Campaign from Publicis Italy

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Agency teams with director Saverio Costanzo on 'A Sign of Love' film

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). 

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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


Director/DOP: Luca Robecchi

Tex s.r.l.

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

Performer: Noa

Music Supervision and re-recording: Ferdinando Arnò - quiet, please!

Executive Producer: Alessandra Teatini – Luca Lo Tito

Licensing: quiet, please!

Publishing: Tentacoli Edizioni Musicali


Title: Hymne

Author: Evanghelos Papathanassiou

Re-Recording: Sizzer

Music Supervision: Michael Bertoldini

Executive Producer: Michiel Marsman

Publishing: Emi Music Publishing Ltd / Sony Music Publishing (Italy) Srl


Mix: Screenplay

Publicis Italy, Mon, 12 Apr 2021 10:47:29 GMT