The project aims to inspire consumers around the world to take part in having a beneficial impact on the planet through simple actions by inviting people to embrace positive behaviours by changing their kitchen habits, while educating pasta lovers on a new way of enjoying pasta as a “Sign of love for the planet”: a global message that boldly combines Italian tradition and technology in pursuit of sustainability. The campaign 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. One portion of pasta may not seem like much but with 438 million ones served every day there could be a slight change with significant environmental impact on a global basis.
Passive Cooking
Other projects Barilla
Open Carbonara
The world is becoming more inclusive. Food should too. However, due to different preferences and needs, food has become a cause of exclusion for many people. That’s why this year Barilla celebrates Carbonara Day by launching Open Carbonara: a revisited…
Lady & The Tramp
Can a classic be intense as the first time? Barilla Al Bronzo is reinventing the traditional bronze method to give pasta moments a surprising new intensity. To prove this, for the 2023 global campaign we revisited one of the most…
The Greatest Skier Of All Time
To celebrate Mikaela Shiffrin’s 87th title, becoming the greatest skier of all time, we created a 87 seconds film highlighting her 12 years with Barilla. In addition we presented her with a new limited edition pasta, specially designed for her.…
#SecondLifePasta – World Pasta Day
Pasta is the most loved food in the world, yet it’s also one of the most wasted. That’s why, for World Pasta Day 2022, we teamed up with Barilla and TikTok to launch #SecondLifePasta: the first TikTok hack based on…
New Barilla Al Bronzo
With the new Al Bronzo, Barilla brings a new pasta dimension to tables around the world. A whole new taste experience, as if people savored pasta for the first time. For this reason, the way we decided to present it…
Playlist Timer
The secret for cooking pasta to perfection? The right cooking time. Playlist Timer is a series of playlists whose durations correspond to the cooking time of Barilla’s most loved pasta shapes. An actual kitchen timer on Spotify which turns the…
Tables
The new Barilla film features dining tables from all over the world as its main protagonists. We see the dining tables in their daily lives on which people work on their laptops, correct their homework, even do gymnastics or use…
No Words
In the new global Barilla film preparing a plate of pasta becomes much more than a simple attention. It's not only a way to take care of those we love but the key to communicate what we often can't say…
