Barilla is repositioning itself with a global brand campaign from Publicis Italy that shows the true value of preparing a dish of pasta for someone: a sign of love to express what we cannot say with words.
Hard-to-pronounce statements like “I love you,” “I missed you” or “Sorry, it’s my fault” can be demonstrated with a dish of pasta.
The new campaign will be launched in 40 countries and brings together classical stories with a highly contemporary flavor. The relationships show today’s families, each with its own distinctive character, difficulties and diversity. The new payoff is “Barilla. A sign of love” and it will be exactly these signs that will let the protagonists of the stories find each other, communicate and feel a little bit closer.
Saverio Costanzo directed this film, “A Sign of Love,” via BRW Filmland. Costanzo is known to the public for having directed the Italian-American TV series My Brilliant Friend and for the film The Solitude of Prime Numbers, for which he was nominated for a David di Donatello Award. To enhance the emotional impact of the Barilla film, the music of “Beautiful that Way” by Noa was chosen as a reinterpretation of the soundtrack of the Oscar-winning film La Vita è Bella.
Credits
Client Barilla Agency Publicis Italy Bruno Bertelli, global chief creative officer; Christiana Boccassini, chief creative officer, Italy; Riccardo Fregoso, executive creative director; Stefano Battistelli, creative director/copywriter; Marco Vigano, creative director/art director; Stefano Zanoni, associate creative director/copywriter; Roberto Ardigo, creative supervisor/art director; Giulia Di Filippo, art director; Mattia Leporale, digital art director; Jacopo Trotta, digital copywriter; Bela Ziemann, chief strategy officer; Monica Radulescu, Ornella Ciot, strategy directors; Margherita Tuvo, sr. digital strategist; Francesca Zazzera, head of TV production; Alessio Zazzera, Antonella Capella, TV producers. Production BRW Filmland Saverio Costanzo, live-action director; Fabio Cianchetti, DP; Luca Robecchi, director/DP, food; Luca Merlini, set designer; Marcella Galeone, set decorator; Amelianna Loiacono, stylist; Gianluca Francese, assistant stylist; Francesca Alberoni, food stylist; Luca Orlando, exec producer; Claudio Cicoli, head of production; Cristina De Rossi, production manager; Daniela Fabrizio, production coordinator; Liza Fisher Foresi, line producer, live action; Irene Rei, assistant producer, live action; Simona Ferraro, line producer, food; Marco Fazio, production manager, food. Postproduction Tex s.r.l. Nicola Scarpinato, postproduction supervisor; Fabrizio Squeo, Stuart Greenwald, editors; Davide Maccagni, Jacopo Ardit, Flame artists; Andrea Baracca, Daniel Pallucca, colorists. VFX Exchanges VFX s.r.l. Marco Negri, Mirko de Angelis, VFX supervisors; Andrea Valeria Peri, producers; Roberta Longo, Elena Iankov, Guido Tognoni. Paolo Gerosa, compositors. Music “Beautiful That Way” Nicola Piovani, Gil Dor, Achinoam Nini, authors; Noa, performer. Music Supervision and Licensing quiet, please! Ferdinando Arno, music supervision and re-recording; Alessandra Teatini, Luca Lo Tito, exec producers. Music Publishing Tentacoli Edizioni Musicali. Audio Post Screenplay
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
