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    Top Spot of the Week: Publicis Italia, Barilla, Sophia Loren Salute The Spirit Of Italy

    By SHOOTUpdated:No Comments11825 Views

    The Barilla Group continues to be by Italy’s side: following donations to support the COVID-19 emergency, the company also wanted to express its closeness and gratitude to #italiacheresiste (#resilientitaly), through an emotional video that is now airing on the country’s main national TV stations. It is a special message of sincere gratitude, on behalf of the company, to all those who are contributing to keeping the country going in a time of difficulty. 

    Barilla wanted to express an immense “Thank You” through a special commercial that uses words born from the collaboration with Holden Studios, the creative laboratory of the most authoritative writing and storytelling school in Italy: the Holden School. 

    The voice of the commercial has been entrusted to Sophia Loren, an icon that embodies the Italian spirit, its beauty, its excellence, the desire to do and to be able to help. A project in which the actress–sharing the spirit and the message–said she would immediately get involved in a completely pro bono way in order to convey through her distinctive voice her closeness and sincere affection for Italy and its people during this difficult and delicate time. 

    The video message, created in collaboration with the agency Publicis Italia (Publicis Italy), intertwines the musical notes of Vangelis, rearranged for the orchestra–one of the most famous and beloved songs related to Barilla–with images of Italy’s beautiful land and its people.

    Barilla has donated a total of over 2 million euros to the Maggiore Hospital of Parma, the Civil Protection and the Parma Red Cross. The most important donation concerns the Maggiore Hospital of Parma and will allow a significant improvement of the equipment and functionality of the Intensive Care Unit in dealing with the current health emergency caused by the spread of COVID-19.

    The second contribution from the Alimenta Foundation, established by Barilla in 2009, will specifically assist the Civil Protection and the Parma Red Cross and relates to a series of medical devices and logistical equipment necessary to face this particularly critical moment that the territories of Parma and Cremona are experiencing.

    Credits

    Client The Barilla Group Agency Publicis Italia (Publicis Italy)

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Top Spot
    Video Tags:Publicis Italy



    The Best Work You May Never See: Rodrigo Garcia Saiz Directs “The HInVisible Celebrity” To Address Spain’s Stigma Over HIV

    Wednesday, December 25, 2024

    Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”

    Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?

    The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.

    The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More

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