Secondhand Box with Marie Kondo

Agency: LePub


In celebration of Global Recycling Day, Barilla and Marie Kondo are teaming up to inspire sustainable living through the creative and inventive reuse of pasta boxes. Their aim is to empower individuals to make a positive impact on the environment as a gesture of love for the planet.

Recent research has underscored the significant environmental impact associated with transportation, especially in industries like fashion. Transportation alone accounts for over 20 percent of global CO₂ emissions, and the fashion sector is projected to produce 6 million tons of CO₂ by 2030. As consumers become increasingly aware of the pollution caused by shipping clothing and accessories, there's a growing recognition of the importance of adopting sustainable practices. This awareness extends to packaging waste, with discussions on platforms like X, TikTok, and YouTube reflecting heightened concern about excessive packaging materials accompanying online purchases. Consequently, the thriving second-hand market is experiencing a surge in demand for alternatives that prioritize eco-friendly packaging solutions.

In response to this trend and in celebration of innovation, Barilla has partnered with Marie Kondo to introduce creative ways to repurpose pasta boxes, offering consumers a sustainable alternative for packaging and shipping their items. Marie Kondo, a world-renowned tidying expert and bestselling author, will provide viewers with tutorials on how to reduce waste by repurposing otherwise discarded packaging. Using her expertise, Marie Kondo will demonstrate folding techniques and share tips for maximizing space, enabling pasta lovers to efficiently fit their items into Barilla’s iconic Blue Box while minimizing environmental impact.

This professional campaign titled 'Secondhand Box with Marie Kondo' was published in Italy and United States in March, 2024. It was created for the brand: Barilla, by ad agency: LePub. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted 3 months ago.


Creative Agency: LePub
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Francesco Poletti
Executive Creative Director: Selim Unlusoy
Creative Director: Stefano Zanoni
Associate Creative Director: Roberto Ardigò
Senior Art Director: Joao Araujo
Senior Copywriter: Katharina Haller
Head of Strategy: Francesca Zedde
Senior Strategist: Elisa Fiorentini
Data Strategy Director: Andrea Battista
Social Media Analyst: Alberto Mura
Global Client Service Director: Simona Coletta, Beatrice Carli Moretti
Account Director: Amira Ramadan, Benedetta Neri
Account Manager: Manuela Scognamiglio
Global Head of PR & Communication: Isabella Cecconi
Senior Digital PR Manager: Carol Verde
Global PR Manager: Eleonora Botta
PR Coordinator & Creative Awards Manager: Alessia Cornali
Social Media Manager: Lara Simoniello
Chief Production Officer: Francesca Zazzera
Senior Producer: Antonella Capella

Bird and insect
Director: Tomonao Sakurayashiki
Cinematographer: Shoya Ura
Photographer: Ryusuke Honda
Gaffer: Hirotsugu Hamada
Production Manager: Yuki Koike
Producer: Maiko Okuhara(TMWC)
Hair & Make-up:Kanako Io
Table styling: Hiroko Takenaka
Prodigious Milano
Offline Editing: Antonio Civilini
Online editing: Stefano Moretto
Mix: Screenplay

Ministry of Hea...


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