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
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
[video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More
