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Barilla: A Sign of Love
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Barilla repositions itself on a global level with a global brand campaign from Publicis Italy, which puts emotion back at the core of its communication and marks a new strategic path for the brand worldwide. As in the memorable campaigns of the past, the brand speaks to people's hearts giving a special value to a dish of pasta prepared for someone. In the new Barilla film, preparing a dish of pasta becomes a way to communicate what we usually cannot say with words. Statements like 'I love you', 'I missed you' or 'Sorry, it's my fault' can be demonstrated with a dish of pasta. The new global brand campaign will be launched in 40 countries and brings together classical stories with a highly contemporary flavour. 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. The film is directed by Saverio Costanzo, known 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 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".
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