I don't need an ad to sell me on a gadget that helps me make pasta, but Barilla made an ad anyway, and I'm so in love with this gadget it thrills me to no end.
“Partnering with Barilla for this new campaign was an incredible opportunity to embrace a method that has been around for centuries - and is a real sign of love for the planet. We have created an open-source tech prototype that can help everyone to reduce their environmental impact along with a WhatsApp BOT. This demonstrates how technology can be a meaningful tool that enhances everyday habits and help make a difference. With their unconventional creativity, TOILETPAPER has been the perfect partner to combine this project's KPIs. Their insouciant aesthetic gives this campaign the playful yet thoughtful angle that fits Barilla’s approach to this project" Bruno Bertelli, Global CEO of Le Pub, Global CCO of Publicis Worldwide and CCO of Publicis Groupe Italy.
The idea revolves around an ancient cooking technique known as “Passive Cooking”. It saves energy, in a very simple way: instead of cooking pasta in boiling water for 10 mins, you turn off the heat after two minutes of boiling and let the pasta sit in hot water, covering the pot with a lid and following the suggested passive cooking time. I've always cooked pasta this way, but by using timers and I often forget to set them. This is very helpful!
Publicis explains: One portion of pasta may not seem like much but with 438 million ones served every day, it adds up!
Barilla created an open-source device to help pasta lovers save energy by reducing up to 80% of CO2 emissions while cooking.
The Passive Cooker is a tech prototype invented by Le Garage, Publicis Italy/LePub tech ideation studio, implemented with software that can be reinterpreted, honed, or advanced by everyone who wants to take on the challenge. The tool placed on top of a pot of boiling water and connected to the smartphone through its own App, can accurately measure the optimal cooking time by sending an alert when pasta is ready to serve. In addition, Barilla gives the possibility to openly use a WhatsApp Bot service with step-by-step contents available to anyone who wants to embrace the Passive Cooking method to solve questions and share their experiences. The campaign visual identity has been defined in collaboration with TOILETPAPER, the creative art collective led by artist Maurizio Cattelan and photographer Pierpaolo Ferrari. The duo has made it possible to give a disruptive and unconventional content treatment, transforming informative assets into small clips marked by a great aesthetic impact and provocative surreal narratives. The idea of creating a new relationship between different languages combining advertising, art, and fashion fully goes in the direction expressed by Barilla to enhance a new angle on inventiveness and “Italian genius”. "The essence of TOILETPAPER is to have no limits and to be able to meet even apparently very distant worlds", says Maurizio Cattelan. “When the magazine was born ten years ago, we never imagined that those images, often disturbing, unsettling, could escape from the pages giving rise to unexpected collaborations just like this one” – adds Pierpaolo Ferrari. The campaign will be developed around a fully integrated communication ecosystem involving different touchpoints as social channels (Facebook, Instagram, Twitter, and YouTube) and influencers partnerships.
PUBLICIS ITALY
Global Chief Creative Officer Publicis WW: Bruno Bertelli
CCO Publicis Italy: Cristiana Boccassini
CCO Publicis Italy: Mihnea Gheorghiu
Global Executive Creative Director: Riccardo Fregoso
Global Executive Creative Director: Selim Unlusoy
Global Executive Creative Director: Andrey Tyukavkin
Associate Creative Director: Stefano Zanoni
Associate Creative Director: Roberto Ardigò
Associate Creative Director: Fernando Dominguez
Associate Creative Director: Giulio Frittaion
Head of Strategy: Niccolò Rigo
Senior Digital Strategist: Margherita Tuvo
Senior Experience Strategist: Antonio Jorgaqi
Global Client Service Director: Simona Coletta
Groupe Client Service Director: Federica Papetti
Account Supervisor: Roberta Di Ponzio
Account Executive: Giovanni Spadola
Global Head of PR and Communication: Isabella Cecconi
Digital PR Manager: Carol Verde
Head of Social and Content: Valentina Salaro
Senior Content Manager: Vincenzo Di Carlo
Social Media Manager: Nicolò Russo
Chief Creation Officer: Francesca Zazzera
Head of Video Production: Anna Sica
Producer: Arianna Messina
Head of Digital Production: Vittorio Cafiero
Digital Project Manager: Ornella Scarparo
Head of Creative Technology: Mauro Mazzei
Digital Designer: Federica Muscillo
Production and print managers: Tina Paolella, Daniela Inglieri
