Playlist Timer

Agency: Publicis


Music playlists which double as kitchen timers, lasting as long as the cooking time of different shapes, designed to guide us during the preparation of pasta.
The secret to cooking pasta to perfection lies in the right cooking time. That’s why Barilla, in collaboration with Spotify, launches "Playlist Timer": music collections whose duration corresponds to the cooking time of the brand's most loved pasta shapes.
This is yet another confirmation of the character of the brand, which has always been close to consumers thanks to innovative products and proposals capable of responding to the most modern needs.
Playlist Timer wants to be the ideal soundtrack in the journey through cuisine and music from around the world. The 8 playlists, ranging in length from 9 to 11 minutes, have been created by combining the 4 most popular music genres in Italy (pop, hip hop, indie and hits from the past) with some of Italians’ most loved pasta shapes (spaghetti, linguine, fusilli and penne rigate).
The branded playlists, created by Publicis Italy, are a homage from Barilla to those who see cooking as a form of art and entertainment and who can thus take advantage of the cooking minutes to listen to good music, entertain themselves and stop worrying about cooking time: when the music stops, the cooking is complete and perfectly al dente.
With the 8 collections of "Playlist Timer" Barilla, therefore, transforms Spotify into the most symphonic of kitchen timers, a perfect and modern synthesis between utility and art: musical, culinary and figurative, thanks to the original covers of the playlists, created by Italian artists of international calibre: Emiliano Ponzi, Van Orton, Alessandro Baronciani, Mauro Gatti, Carol Rollo, Nicola "Nico189" Laurora, Fernando Cobelo and Andrea Mongia.
The names of the playlists that characterize the musical selection are also interesting: "Mixtape Spaghetti", "Boom Bap Fusilli", "Pleasant Melancholy Penne", "Moody Day Linguine", "Top Hits Spaghetti", "Best Song Penne", "Timeless Emotion Fusilli" and "Simply Classics Linguine".
Within them, you can find the most played tracks on Spotify for each genre, along with some lesser-known tracks, combined to create playlists of the perfect length for each pasta shape.
The tracks within the various playlists will be updated cyclically to include new hits and thus offer variety to those who use them.
Mixtape Spaghetti

This professional campaign titled 'Playlist Timer' was published in Italy in January, 2021. It was created for the brand: Barilla, by ad agency: Publicis. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted about 3 years ago.


Advertising Agency: Publicis Italy
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer Publicis Italy: Cristiana Boccassini
Executive Creative Director: Riccardo Fregoso
Associate Creative Director: Stefano Zanoni
Creative Supervisor: Roberto Ardigò
Digital Art Director: Mattia Leporale
Digital Copywriter: Jacopo Trotta
Global Client Service Director. David Pagnoni
Groupe Client Service Director: Federica Papetti
Account Manager: Dario Gambera
Head of Social Client Services and Strategy: Alessandro Bochicchio
Chief Strategy Officer. Bela Zienman
Strategy Director: Monica Radulescu
Senior Strategist: Margherita Tuvo
Head of Production: Francesca Zazzera
Senior Producer: Alessio Zazzera
Art Buyer: Caterina Collesano

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