The Barilla Group continues to be by Italy’s side: following donations to support the emergency, the company also wanted to express its closeness and gratitude to #italiacheresiste (#resilientitaly), through an emotional video that is on air on the main national TV stations from Sunday, April 5th. It is a special message of sincere gratitude, on behalf of the company, to all those who are contributing to keeping the country going in a time of difficulty. The video message, created in collaboration with the agency Publicis Italia, intertwines the musical notes of Vangelis, rearranged for the orchestra – one of the most famous and beloved songs related to Barilla – with images of places from our beautiful land, that remind us of who we are and why it is worth resisting.
Barilla has donated a total of over 2 million euros to the Maggiore Hospital of Parma, the Civil Protection and the Parma Red Cross. The most important donation concerns the Maggiore Hospital of Parma and will allow a significant improvement of the equipment and functionality of the Intensive Care Unit in dealing with the current health emergency caused by the spread of COVID-19.
The second contribution from the Alimenta Foundation, established by Barilla in 2009, will specifically assist the Civil Protection and the Parma Red Cross and relates to a series of medical devices and logistical equipment necessary to face this particularly critical moment that the territories of Parma and Cremona are experiencing.
This professional campaign titled '#resilientitaly' was published in Italy in April, 2020. It was created for the brand: Barilla, by ad agency: Publicis. This Film medium campaign is related to the Food and Public Interest, NGO industries and contains 1 media asset. It was submitted almost 3 years ago.
Advertising Agency: Publicis, Italy