Barilla
Born under the Italian sky
Tags: film, OOH, social, Italy, 72andSunny
A new Italian icon
How to launch a new pasta in a country of 60 million pasta lovers?
By covering Italy with iconic OOH that speak to the heart of the nation. The new Barilla is the quintessence of Italianness, made with wheat from all over the country, crafted to perfection for a better taste, with a brand new look inspired by the azzurro of the Mediterranean sky.
Roger meets the new Barilla
Shot by the amazing photographer Chris Buck, this series of timeless images celebrate Barilla's new pasta cuts and show Roger Federer’s playful side.
Stories Under The Italian Sky
We handed over the pasta and the mic to the people we made it for: Italians. In three films, three award winning Italian directors give us their personal take on the new pasta and how it brings people together.
Daniele Luchetti
Sergio Rubini
Alessandro Genovesi
#AzzurroBarilla
Our social activity extended the conversation to the public and got them involved in the biggest relaunch in the history of Barilla.
Credits:
Agency: 72andSunny Amsterdam
Executive Creative Director: Carlo Cavallone
CD: Benny Everitt, Adam Koppel
Sr Writer: Valeria Raimondi
Sr Art Director: Patric Franz, Matteo Gallinelli
Writer: KC Hong
Brand Director: Gaia Rossetti
Brand Manager: Andrea Morelli
Producer: Luke Judlin