Grazie

Background

Barilla is a family-owned company and the world’s largest producer of pasta. At the outbreak of coronavirus, Barilla donated two million Euros to the Parma Red Cross and to Maggiore Hospital of Parma for equipment needed by the Intensive Care Unit.

However, as the outbreak became more serious the company wanted to do more to help lift spirits.

Idea

Harking back to the days of World War II, the brand set out to express its admiration for #italiacheresiste (resilient Italy) and all those helping to keep the country going.

A film was written and produced through the Holden School, the country’s leading academy for writing and making films.

Sophia Loren provided the voice-over free of charge, wanting to show her support for the doctors and nurses on the frontline but also the pharmacists, cashiers, transport workers and everyone in the food supply chain.

With music by Vangelis, the idea was to remind Italians of the beauty of their homeland and why it is worth resisting the pandemic.

Results

Unknown

Our Thoughts

Beautiful music, beautiful photography, the beautiful voice of Sophia Loren – if you’re going to bang a patriotic drum and say thank you to pretty much an entire country, you can’t be half-hearted about it. And this has huge heart. Not every brand could carry it off. You have to be a national institution, which, of course, Barilla is.