PASTA IS BORN AGAIN
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