08 INNOVATION / PASSIVE COOKING
DEUS: 088/26812—81
REX-13: 978-0882681/283
This work has been awarded:
INNOVATION LION IN CANNES LIONS
GRAND PRIX IN GOLDEN DRUM
alongside many others.
There are 440 millions portions of pasta cooked everyday. What if there was a way to cook pasta and save 80% on energy? Passive Cooking is an integrated project built on that question. It also proves that the most innovative method to cook pasta is also the oldest.
The idea revolves around an ancient cooking technique renown as “Passive Cooking”, an alternative and more sustainable way of cooking pasta that could transform the preparation process by encouraging consumers to adopt practices that are both energy-saving and efficient. The process is as follows: instead of cooking pasta in boiling water for 10 mins, you turn off the heat after two minutes of boiling and let pasta sit in hot water, covering the pot with a lid and following the suggested passive cooking time. Household’s that embrace this approach can have a positive impact on the environment while saving energy and cutting down their carbon footprint through simple gestures at home. One portion of pasta may not seem like much but with 438 million ones served every day [1] there could be a slight change with significant environmental impact on a global basis.
For this purpose, Barilla creates an open-source device to help pasta lovers save energy by reducing up to 80% of CO2 emissions while cooking. The Passive Cooker is a tech prototype invented by Le Garage, Publicis Italy/LePub tech ideation studio, implemented with a software that can be reinterpreted, honed, or advanced by everyone who wants to take on the challenge. The tool placed on top of a pot of boiling water and connected to the smartphone through its own App, can accurately measure the optimal cooking time by sending an alert when pasta is ready to serve. In addition, Barilla gives the possibility to openly use a WhatsApp Bot service with step-by-step contents available to anyone who wants to embrace the Passive Cooking method to solve questions and share their experiences.
The campaign visual identity has been defined in collaboration with TOILETPAPER, the creative art collective led by artist Maurizio Cattelan and photographer Pierpaolo Ferrari. The duo has made it possible to give a disruptive and unconventional content treatment, transforming informative assets into small clips marked by a great aesthetic impact and provocative surreal narratives. The idea of creating a new relationship between different languages combining advertising, art, and fashion fully goes in the direction expressed by Barilla to enhance a new angle on inventiveness and “Italian genius”.
PUBLICIS ITALY
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
TOILET PAPER
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
DEVICE CREATIVE TECHNOLOGY
Le Garage VIDEO POST PRODUCTION - PRODIGIOUS
Producer: Alfredo Beretta
Editor: Andrea Otto
Editor: Enrico Munarini
Editor: Tommaso Bianchi
MUSIC
Title: Big Kahuna
Author: Werner Tautz
Master: Extreme Music
Music Company: Extreme Music
Publisher: Extreme Music
AUDIO POST: SCREENPLAY
Sound Engineer: Daniele Sola
DEVICE DESIGN
Robilant Associati
Creative Director: Andrea Bandiera
Creative Director: Tommaso Mezzavilla
Industrial Designer: Vincenzo Catoio
Design Director: Gianluca Forchini
Designer: Ivano Zito
Designer: Chiara Vivona
Account: Claudia Piscitelli
CABINAA
Production Company: CABINAA
Co-Founder: Gianmarco Prizzi
Co-Founder: Marco Miscioscia
Head of Engineering: Bruno Luziatelli
PR STRATEGY
MSL