| hikaye | Barilla, the world's leading pasta brand, is launching a new international communication campaign signed by Publicis Italy. It will be on air from September 21 in 18 Countries: Austria, Bosnia, Canada, Croatia, Francie, Germany, Greece, Hungary, KSA, Mexico, Norway, Poland, Romania, Russia, Serbia, Slovenia, Spain, US. With this new project Barilla strengthens its message of closeness to people's everyday life and of confidence for the future. These past months have completely changed people's habits. The house has become the sole hub of many activities that we used to do outside. This has often transformed the original scope of many objects, but at the same time it has allowed us to rediscover the pleasure of sitting around the table. This is the setting for the new international film produced by BRW and shot between Budapest and Rome by the award-winning advertising director Reynald Gresset, known for his stylistic approach attentive to the aesthetics and vibrant tension of the images. The main characters are tables all around the world, depicted in their day to day life, with people using them to work on their laptops, to mark homework, to work out or even as a drum kit. Creativity develops through an evocative and emotional crescendo, marked by the notes of Beautiful That Way, the soundtrack of Roberto Benigni's film "La vita è bella", signed by Nicola Piovani for which he was awarded one of the three Oscars won by the film. A timeless masterpiece that represents the beauty of Italian culture on an international level. A hymn to life, to restart, to hope that finds full expression, together with the distinctive values of the brand, in the final scene of the commercial. When a bowl of pasta enters the stage, the table turns back into conviviality, warmth, family and friends. Not just a simple table, but home, as the line says “Barilla. The Italian art of turning tables into home since 1877”. The spot, available in 10’’, 15’’, 30’’ and 60’’ formats, will be broadcast on television and digital channels with a media mix tailored to the various local realities. |