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Passive Cooking

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.

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Other projects Barilla

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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…

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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…

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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…

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