Barilla - embrace “Passive Cooking” with a new open source device.

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.


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

Progress Managers: Elisa Petrone, Alessia Cornali, Silvia Bozzari



Creative Direction & Photography: TOILETPAPER Magazine

Art Director: Antonio Colomboni

Set Designer: Michela Natella

Set Designer Assistant: Giulia Varisco

Stylist: Elisa Zaccanti

Stylist Assistant: Bianca Luini

Hair & Make up: Lorenza Zavatta

Video Director: Caterina Viganò

Video Assistant: Tommaso Fenu

Compositing and color correction: Isabella Fornasiero

Ph. Assistant 1: Andrea Ceppi

Ph. Assistant 2: Matilde Martino

Producer: Stefania Biliato

Prod. Assistant: Dina Murati

Prod. Assistant: Antonio Ordan

Post produzione foto: Anna Tallone


Le Garage 



Producer: Alfredo Beretta

Editor: Andrea Otto

Editor: Enrico Munarini

Editor: Tommaso Bianchi



Title: Big Kahuna 

Author: Werner Tautz

Master: Extreme Music 

Music Company: Extreme Music 

Publisher: Extreme Music


Sound Engeneer: Daniele Sola


Robilant Associati



Production Company: CABINAA 

Co-Founder: Gianmarco Prizzi 

Co-Founder: Marco Miscioscia 

Head of Engineering: Bruno Luziatelli





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The Skeptic 's picture

This is dumb awards-bait that no one will ever actually use. Prove me wrong, I'd love to see it.