Finalist
Creativity In PR
Influencer Marketing
| Entrant: | LePub, Milan |
| Brand: | Barilla |
| Title: | "Secondhand Box" |
| Corporate Name of Client: | Barilla |
| PR Consultants: | Carol Verde/Eleonora Botta/Alessia Cornali |
| Agency: | LePub, Milan |
| Agency Global CEO, CCO Publicis Worldwide: | Bruno Bertelli |
| Global Chief Creative Officer: | Cristiana Boccassini |
| Chief Creative Officers: | Mihnea Gheorghiu/Francesco Poletti |
| Executive Creative Director: | Selim Unlusoy |
| Creative Director: | Stefano Zanoni |
| Associate Creative Director: | Roberto Ardigò |
| Senior Copywriter: | Katharina Haller |
| Senior Art Director: | Joao Araujo |
| Agency Head of Production: | Francesca Zazzera |
| Agency Senior Producer: | Antonella Capella |
| Agency Chief Digital Officer: | Vittorio Cafiero |
| Agency Digital Designer: | Serena Murgia |
| Agency Social Media Managers: | Alberto Mura/Lara Simoniello |
| Agency Global Head of PR & Communication: | Isabella Cecconi |
| Agency Chief Strategy Officer: | Francesca Zedde |
| Agency Strategic Planner: | Elisa Fiorentini |
| Agency Strategy Director: | Andrea Battista |
| Agency Account Directors: | Simona Coletta/Beatrice Carli Moretti/Amira Ramadan/Benedetta Neri |
| Agency Account Manager: | Manuela Scognamiglio |
| Digital Producer: | Simona Caldarini |
| Production Company: | Bird and insect |
| Director: | Tomonao Sakurayashiki |
| Post-Production Company: | Pridigious, Milan |
Description:
But while pasta remains one of the most eaten foods in the world, Barilla started being less close and meaningful in peoples’ homes.
With sustainability as a timely and relevant topic, Barilla proved to be committed to a higher purpose, regained people’s trust and stood out as a preferred choice in a mass market category.
People ship millions of things on secondhand platforms, but they don’t have millions of boxes to do so. Instead, they use plastic bags and defy the purpose of the eco-friendly secondhand system.
The campaign Secondhand Box was created by Barilla to show a more sustainable alternative to plastic bags: pasta boxes. With over one billion pasta boxes sold worldwide yearly, Barilla boxes can be found in households over 100 countries and simply be repurposed by secondhand sellers.
We teamed up with famous tidying up expert Marie Kondo and created several tutorials to explain how to fit small, medium and large items into the corresponding Barilla boxes. Our message was spread through PR, Social Media and relevant secondhand shipping platforms, but also with the boxes as a media space shipped to many new households.