In celebration of the recent Global Recycling Day (3/18), Barilla and renowned tidying expert and bestselling author Marie Kondo are looking to inspire sustainable living with the creative and inventive reuse of pasta boxes, empowering individuals to make a positive impact on the environment, as a sign of love for the planet.
Recent research has highlighted the significant environmental footprint associated with transportation, particularly in the fashion industry. Transportation alone contributes over 20 percent of global CO2 emissions, with the fashion sector projected to produce 6 million tons of CO2 by 2030.
As consumers become increasingly conscious of the pollution generated by the shipping of clothing and accessories, there’s a growing awareness of the need to adopt sustainable practices. This awareness extends to packaging waste, with discussions on platforms like X, TikTok, and YouTube reflecting a surge in concern about excessive packaging materials accompanying online purchases. Consequently, the thriving second-hand market is witnessing a surge in demand for alternatives that prioritize eco-friendly packaging solutions3
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In response and to celebrate this inventive spirit, Barilla has initiated a collaboration with Kondo to introduce innovative ways to repurpose pasta boxes, offering consumers a sustainable alternative for packaging and shipping their items. In this video, part of a series of tutorials, Kondo teaches viewers how to reduce waste by repurposing otherwise discarded packaging. With her signature expertise, Kondo provides pasta lovers with folding techniques and tips for maximizing space to efficiently fit their items into Barilla’s iconic Blue Box.
As part of its commitment to a greener future, Barilla actively acts to reduce its environmental impact on the planet. With more than 99% of its packaging designed for recycling, Barilla is dedicated to sustainable practices across all aspects of its business. Additionally, over 99% of the paper and cardboard used by the company is sourced from responsibly managed forests.
Ideated by creative agency LePub Italy, the project showcases Barilla boxes as an ideal vehicle for shipping pre-loved garments. The initiative will be amplified on social networks thanks to a series of international influencers who will replicate Kondo’s folding techniques to ship items. This video was directed by Tomonao Sakurayashiki via production company Bird and insect.
“Global Recycling Day was the ideal moment for Barilla and LePub to team up with Marie Kondo. Thanks to her unconventional expertise and shared values on sustainability, the project was a perfect match and opportunity to demonstrate that minimizing waste can be creative, effortless yet impactful. By using Barilla’s pasta boxes, we gave an original and fresh twist, hopefully leading to a possible concrete environmental change,” said Bruno Bertelli, global CEO of LePub and CCO of Publicis Worldwide.
CreditsClient Barilla Agency LePub Italy Cristiana Boccassini, global chief cretaive officer; Francesco Poletti, chief creative officer; Selim Unlusoy, executive creative director; Stefano Zanoni, creative director; Roberto Ardigo, associate creative director; Joao Araujo, sr. art director; Katharina Haller, sr. copywriter; Francesca Zedde, head of strategy; Elisa Fiorentini, sr. strategist; Francesca Zazzera, chief production officer; Antonella Capella, sr. producer. Production Bird and insect Tomonao Sakurayashiki, director; Shoya Ura, DP; Yuki Koike, production manager; Maiko Okuhara, producer; Kanako Io, hair and make-up; Hiroko Takenaka, table styling.
FOUR PAWS Teams With Catsnake, Animation Studio Bewilder To “Be Their Voice”
Global animal welfare organization FOUR PAWS has launched the “Be Their Voice” campaign. Partnering with specialist creative agency Catsnake and South African production and animation company Bewilder, the campaign sheds light on a cruel practice called live lamb cutting. The film aims to raise awareness and inspire international action, urging fashion brands and policymakers to ban this inhumane practice by 2030.
The stop-motion “Be Their Voice” film follows a PhD student, Jesse, as he tries to perfect his sheep translation software with the help of a young sheep called Sunny. The initially heartwarming story takes an unsettling turn as Sunny discovers what is soon to happen to her on the farm.
Catsnake felt that the best way to capture the true horror of live lamb cutting was to focus on storytelling that would engage the audience emotionally. Catsnake creative director Rowena Wyles said, “A lot of animal rights campaigns rely on sharing shocking visuals of cruelty, but we know that tends to stop a wider audience from engaging with the issue. Instead, we wanted to draw people in with humor and heart before delivering the shocking truth of the practice.”
Working collaboratively with Bewilder, the film was brought to life with a mixed-media approach; recreating the look and feel of stop-motion with the flexibility of 3D animation. The sets, props and lighting were all made in Bewilder’s in-house studio, and the 3D characters were placed in afterwards.
Ruan Vermeulen, creative director at Bewilder, explained the process: “We built a ‘realistic’ miniature farm setting with stylized and lovable CGI characters. Combining a vast range of skill sets, with a multitalented creative team, our goal was to create an animation... Read More