Barilla is launching a new international communication campaign via Publicis Italy. It will be on air from September 21 in 18 countries, although it’s unclear if Australia is on the list. The new project aims to strengthen Barilla’s message of closeness to people’s everyday life and of confidence for the future.
These past months have completely changed people’s habits. The house has become the sole hub of many activities that we used to do outside. This has often transformed the original scope of many objects, but at the same time it has allowed us to rediscover the pleasure of sitting around the table. This is the setting for the new international film produced by BRW and shot between Budapest and Rome by the award-winning advertising director Reynald Gresset, known for his stylistic approach attentive to the aesthetics and vibrant tension of the images.
The main characters are tables all around the world, depicted in their day to day life, with people using them to work on their laptops, to mark homework, to work out or even as a drum kit. Creativity develops through an evocative and emotional crescendo, marked by the notes of Beautiful That Way, the soundtrack of Roberto Benigni’s film “La vita è bella”, signed by Nicola Piovani for which he was awarded one of the three Oscars won by the film. A timeless masterpiece that represents the beauty of Italian culture on an international level. A hymn to life, to restart, to hope that finds full expression, together with the distinctive values of the brand, in the final scene of the commercial.
When a bowl of pasta enters the stage, the table turns back into conviviality, warmth, family and friends. Not just a simple table, but home, as the line says “Barilla. The Italian art of turning tables into home since 1877”.
The spot, available in 10’’, 15’’, 30’’ and 60’’ formats, will be broadcast on television and digital channels with a media mix tailored to the various local realities.
Gianluca Di Tondo, Barilla chief marketing officer commented: With this campaign we wanted to put the everyday life of tables around the world at the center. In this difficult period they have been used and experienced in the most varied and unusual ways, but it is when a bowl of pasta comes to the table that the loved ones get together and re-appreciate the meaning of home. It is a message of closeness and trust for the future.”
Cristiana Boccassini, chief creative officer di Publicis Italia added: “During the lockdown Barilla has once again become the brand that represents Italy and its values not only for Italians but also abroad. We saw people from all over the world gather around a bowl of pasta and today in this new film we wanted to remember how Barilla can represent a way to feel at home, now more than ever. The role of pasta becomes central again because it is a food capable of gratifying us emotionally and recovering the social dimension.”
Credits
Film Credits
Creative Agency: Publicis Italy
Global CCO Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
Executive Creative Director: Michele Picci
Executive Creative Director: Hugo Gallardo
Creative Director – Copywriter: Michela Talamona
Creative Director – Art Director: Fabrizio Tamagni
Client Service Director: Giada Salerno
Account Manager: Mirko De Martini; Dario Gambera
International Coordinator: Sophie Chrétien- David Pagnoni
Film Producer: Manuela Fidenzi; Alessio Alberto Zazzera
Editor: Stuart Greenwald
Color Grading: Julien Alary
Post Production: Tex Milano
Mix Audio: Top Digital
Digital Strategy
Head of Social: Alessandro Bochicchio
Associate Creative Director – Copywriter: Stefano Zanoni
Creative Supervisor – Art Director: Roberto Ardigò
Jr. Copywriter: Stefania Abbate
Jr. Art director: Simone Bertuccio
Client Service Director: Giada Salerno
Account Manager: Mirko De Martini; Dario Gambera
Film Production
Director: Reynald Gresset
Production company: BRW
Executive Producer: Luca Orlando
Producer: Stefania Cervellin
DOP: Matias Boucard
Stylist: Diamante Cavalli
Casting: StudioT Roma
Make-up: Giulio Franzò
Hair: Silvia Ciucci
Set Design: Paolo Monzeglio
Music
Title: La Vita è Bella
Author: Nicola Piovani
Re-Recording: Ferdinando Arnò
Music Supervision: Ferdinando Arnò
Executive Producer: Alessandra Teatini
Licensing: quiet, please!
Publishing: Tentacoli Edizioni Musicali
