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Pasta is reborn into the universe
in stunning Barilla campaign
from Publicis Italy

Barilla is launching its new premium line 'Al Bronzo' with a global campaign created by Publicis Italy - Barilla global strategic and creative partner since 2021. The campaign went live in nine countries: Italy, France, Germany, Australia, Belgium, Spain, Austria, Switzerland, and Sweden.

While celebrating its 145th anniversary, Barilla brings a new pasta dimension to tables around the world. A whole new taste experience that strengthens the emotional connection with consumers, as if they savoured it for the first time.

With this strategy in mind, an international film was produced by BRW and shot in Milan by French director Philippe André to display a powerful narrative and images showing the new product. Pasta is reborn from a Big Bang, with an unprecedented intense taste that offers the consumer a brand new experience.

The Barilla Al Bronzo is an act of Italian genius reinventing tradition and bearing a revolutionary message: Pasta Is Born Again. The creativity escalates in a climax on the notes of 'Flower Duet' - a famous duet from the opera Lakmé by Léo Delibes - chosen to celebrate the fresh new start for a pasta that reawakens senses, memories, and emotions.

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
Creative Director / Copywriter: Michela Talamona
Creative Director / Art Director: Fabrizio Tamagni
Art director: Francesca Nepote
Senior Copywriter: Giuseppina Iaccarino
Digital Art Director: Thomas Aito
Digital Copywriter: Margherita Teodori
Global Chief Strategy Officer: Bela Ziemann
Head of Strategy: Niccolò Rigo
Senior Strategist: Margherita Tuvo
Global Client Service Director: Simona Coletta
Groupe Client Service Director: Federica Papetti
Group Account Director: Arianna Di Marco
Account Manager: Dario Gambera
Account Manager: Elena Minciotti
Social Media Manager: Nicolò Russo
Chief Creation Officer: Francesca Zazzera
Head of Video Production: Anna Sica
Senior TV Producer: Antonella Capella
Art Buyer: Caterina Collesano, Rossana Coruzzi
Production and Print Manager: Daniela Inglieri, Tina Paolella
Director: Philippe André
Dop: David Foulkes
Executive Producer: Luca Orlando
Head of Production: Francesco Narducci
Line Producer: Liza Fisher
Stylist: Diamante Cavalli
Set designer: Drogo Michie
Food Stylist: Francesca Alberoni
Tex s.r.l.
Post Production Supervisor: Nicola Scarpinato
Editor: White House Adam Rudd, Fabrizio Squeo
Flame Artist: Davide Maccagni
Colorist: Emiliano Serrantoni e Daniel Pallucca
Post Production: Glassworks VFX
Title: Flower Duet
Author: Lakmé di Léo Delibes
Master: Dame Joan Sutherland and Jane Berbiè
Music Company: Decca Music (Universal)
Publisher: Universal
Mix: Screenplay