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Art and fashion combine in new Barilla campaign from Isobar

By Olivia Atkins, Branded Content Writer

January 28, 2020 | 2 min read

Italian pasta manufacturer Barilla and digital agency, Isobar Moscow - which forms part of Dentsu Aegis' Russian network - have released a new ad campaign titled #Пастаэтоискусство; which literally translates as #Pastaisart.

Barilla wanted to move away from the images most commonly used in pasta advertising and instead focus on capturing the audience's attention through a different approach.

The campaign team decided on showing Barilla pasta in an new way so they made a series of atmospheric photos inspired by art and fashion.

Daria Likhovidova, marketing director at Barilla Russia & CIS, says: "When a brand talks about authentic Italian pasta, we most likely visualize a plate with delicious spaghetti. We decided to rethink this visual connotation and presented it in a completely new way. Thus, our ad concept is based on Barilla's rich heritage and its constant commitment to a perfect taste as well as look of our pasta. It’s not by chance that art and fashion have become creative ground of the campaign emphasizing the philosophy of the brand and its special approach to pasta making”.

Through the hashtag #Пастаэтоискусство (lit #Pastaisart), users would find various fashion photos inspired by iconic glossy shots.

Each picture represents one of nine pasta recipes, highlighting its visual history and making the dish the protagonist of the photo-story. Campaign shots were then posted on the Barilla Instagram account, where they attracted the attention of Instagram users and various influencers as well as the media to gain a total of 5,454,208 views.

Anastasia Zaramenskaya, Isobar Moscow's creative director, says: “We extended away from the classic "foodporn" and introduced a kind of “foodfashion." Our campaign demonstrated that in a glossy story can be meaningful not only what a model wears but also what is in her plate."

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