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Launch of the new pasta Barilla Al Bronzo | 2022 global campaign

The new Barilla Al Bronzo is an act of Italian genius reinventing tradition and bearing a revolutionary message: pasta is born again. 


Shot by French director Philippe André, the campaign displays a powerful narrative: pasta is reborn from a Big Bang, with an unprecedented intense taste that offers the consumer a brand new experience.


The creativity escalates in a climax on the notes of 'Flower Duet'

- a famous duet from the opera Lakmé by Léo Delibes - chosen to celebrate the fresh new start for a pasta that reawakens senses, memories, and emotions. 


A whole new taste experience that strengthens the emotional connection with consumers, as if they savored pasta for the first time again.


Agency: Publicis Milan

Client: Barilla Global 


Global Chief Creative Officer Publicis Worldwide: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Chief Creative Officer Publicis Italy: Mihnea Gheorghiu



Executive Creative Director: Riccardo Fregoso

Executive Creative Director: Selim Unlusoy

Creative Director: Fabrizio Tamagni
Creative Director: Michela Talamona
Senior Copywriter: Giuseppina Iaccarino 

Senior Art Director: Francesca Nepote

Digital Copywriter: Margherita Teodori

Digital Art Director: Thomas Aito

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