Barilla picks Publicis for new global campaign work

Barilla, an Italian multinational food company, has repositioned itself on a global level with a new global brand campaign signed by Publicis Italy, called ‘A Sign Of Love’.

According to the agency, the new work is designed to put emotions back at the core of its communication and marks a new strategic path for the brand worldwide.

The new global brand campaign will be launched in 40 countries and brings together classical stories with a highly contemporary flavor. 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 signed by Saverio Costanzo, a film director known to the general public 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”.

Global Chief Marketing Officer at Barilla, Gianluca Di Tondo, said: “This new global brand position marks an historic moment for Barilla. The brand has managed to rediscover the classicism of its most iconic campaigns, while adapting it perfectly to the challenges of our time. Today we all need to feel more human, closer, and a sign of love can make all the difference”.

Also speaking on the campaign, the Chief creative officer at Publici, Italy, Cristiana Boccassini, said: “It is a privilege to work with Barilla, one of the most loved and well-known Italian brands in the world, with an extraordinary history that continues to evolve, always leaving its mark. It is a love brand with which we feel we have a unique affinity in terms of values and growth path, and we are more than happy to support our client facing a new exciting global challenge.”

The new Brand strategic positioning will come to life in a new communication platform involving all brands’ touch points (digital, social, out-of-home, retail).


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