The world is becoming more multi-faceted and multi-cultural, so it seems only natural for food to do so as well. That’s why Barilla in collaboration with Publicis Italy/Le Pub, is heating up the pasta world making traditional pasta recipes more inclusive. The joint ambition of this effort is for everyone to have a seat at the table and enjoy the genius of Italian food.
It’s no secret that food has the power to strengthen relationships through positive connections and shared experiences. Today, however, food has become a cause of exclusion for many people around the world, due to health conditions, culture or personal choices. With new research showing that more than half of global respondents (57%) said that they have to deal with a food intolerance or special dietary requirements, Barilla is celebrating this year’s Carbonara Day by launching “Open Carbonara”: a new recipe inspired by the original but reinterpreted as a sign of love for moments to be experienced together.
This is why Barilla has delved deep into its Italian roots and called in a team of food experts to create an Open Carbonara recipe. Led by Michelin-starred chef Marco Martini, already known for his innovative take on traditional Roman cuisine, a team of six renowned chefs from different culinary traditions and backgrounds (specializing in Halal, Kosher, lactose-free and vegan cuisine) put their heads together to create the new rendition of the Italian classic.
To launch the new recipe and raise awareness of the need for greater food inclusion, Barilla and Publicis Italy/Le Pub created a docufilm directed by Simone Godano, featuring the entire team of chefs telling the true story of how the Open Carbonara project was born. It all started in a school canteen, where Martini’s daughter discovered that not all children could eat the food that was being served. That’s where the idea of an all- embracing Carbonara came from. In fact, nowadays, schools are one of the most common places for people from different cultures to meet and therefore also the right environment to learn what openness really means.
CreditsClient Barilla Agency Publicis Italy Bruno Bertelli, global CEO Le Pub, global CCO Publicis Worldwide, CCO, Publicis Groupe Italy; Christiana Boccassini, Mihnea Gheorghiu, Francesco Poletti, CCOs, Publicis Italy; Riccardo Fregoso, Selim Unlusoy, global executive creative directors; Daniela De Seta, Alessandro Agnellini, associate creative directors; Andrea Raia, art director supervisor; Matteo Gatto, copywriter supervisor; Niccolo Rigo, head of strategy; Antonio Jorgaqi, sr. experience strategist; Margherita Tuvo, sr. digital strategist; Andrea Battista, data strategist; Alberto Mura, social media analyst; Valentina Salaro, head of social & content; Remigio Guerriero, sr. social media manager; Francesca Zazzera, chief creation officer; Antonella Capella, sr. TV producer; Eva Maio, TV producer assistant; Vittorio Cafiero, head of digital production; Mauro Mazzei, head of creative technology; Serena Murgia, digital designer. Production BRW Filmland Simone Godano, director; Cristiano Di Nicola, DP; Caterina Bussinello, exec producer; Alice Chauvain, producer; Daniele Esposito, production manager; Cristina Moio, producer post; Alessandra Trippetta, stylist; Francesca Alberoni, food stylist. Postproduction Video Tex Srl Color Grande Mela. Postproduction Audio Sample. Music JERUSALEMA (featuring Nomcebo Zikode); Kgaogelo Moagi, Nomcebo Nothule Nkwanyana, authors. Master KG featuring Nocebo Zikote; Warner Music France/Africori; Open Mic Productions/courtesy of Warner Music Italy; Emazulwini Production and Projects Pty Ltd/Tisle Fuels, publisher. License courtesy of Sony Music Publishing Italy Srl/Warner Chappell Music Italiana S.r.l. Music Magma Music Agency, original score; Michael Bertoldini, music supervision; Seppl and Gyo Kretz, music producers.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More