Passive Cooking

Agency: Publicis Italy/LePub


Barilla, the world leading pasta manufacturer, launches its new "Passive Cooking" campaign signed by Publicis Italy/LePub - its global strategic and creative partner since 2021 - in collaboration with TOILETPAPER, the image-only magazine founded by artist Maurizio Cattelan and photographer Pierpaolo Ferrari. The global brand campaign went live on October 5th, marking a continuum of the emotional and communicative path summarized in the iconic payoff: "Barilla. A Sign of Love". 

The campaign aims to inspire consumers around the world to take part in having a beneficial impact on the planet through simple actions. The project invites people to embrace positive behaviours by changing their kitchen habits, while educating pasta lovers on a new way of enjoying pasta as a “Sign of love for the planet”: a global message that boldly combines Italian tradition and technology in pursuit of sustainability.

This professional campaign titled 'Passive Cooking' was published in Italy in October, 2022. It was created for the brand: Barilla, by ad agency: Publicis Italy/LePub. This Integrated medium campaign is related to the Electronic Devices and Food industries and contains 1 media asset. It was submitted over 1 year ago.


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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