Barilla's smart pasta cooking device is helping to save the planet

Campaign around 'passive' pasta aims to help reduce environmental impact

Published On
Oct 10, 2022

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With Europe increasingly worried both by rocketing energy bills and the environmental impact of using fuel, Italian pasta brand is Barilla doing its part to help with a smart device that reduces your carbon emissions when cooking your pasta meals.

In a new campaign from Publicis Italy/Le Pub, the brand turned to a traditional Italian way of pasta preparation known as "passive" cooking. Traditionally, this would be turning off the boiling water after two minutes and leaving the pasta to cook under the lid until it's ready.

However, to add a 21st century twist for the (presumably more impatient and multitasking) modern pasta lover, it created a smart device that sits on top of the pot and tells you exactly when the pasta is ready, so you don't have to keep prodding and checking. The open source tech prototype, developed by Publicis Italy/Le Pub's tech ideation studion Le Garage, connects to a smartphone through its own app and can accurate measure the optimal cooking time, sending an alert when the pasta's ready. There's also a WhatsApp Bot with a step-by-step guide you can follow to make sure you get it right, and "share your experiences."

The idea is promoted via a playful, retro-style campaign devised by creative art collective Toiletpaper, led by artist Maurizio Cattelan and photographer Pierpaolo Ferrari. It's running globally across social platforms.

It's the latest campaign from Barilla to combine pasta cooking with modern day tech; the brand previously created special Spotify playlists designed to help hone your pasta cooking time, 

“Partnering with Barilla for this new campaign was an incredible opportunity to embrace a method that has been around for centuries - and is a real sign of love for the planet,” said Bruno Bertelli, global CEO of Le Pub, global chief creative officer of Publicis Worldwide and chief creative officer of Publicis Groupe Italy. “We have created an open-source tech prototype that can help everyone to reduce their environmental impact along with a WhatsApp Bot. This demonstrates how technology can be a meaningful tool that enhances everyday habits and help make a difference.”





Oct 10, 2022
Client :
Agency :
Publicis Italy/Le Pub
Global Chief Creative Officer :
Bruno Bertelli
Cristiana Boccassini
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 :
Niccolo Rigo
Senior Digital Strategist :
Margherita Tuvo
Senior Experience Strategist :
Antonio Jorgaqi
Global Client Service Director :
Simona Coletta
Group 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 Manager :
Tina Paolella
Production and Print Manager :
Daniela Inglieri
Progress Manager :
Elisa Petrone
Progress Manager :
Alessia Cornali
Progress Manager :
Silvia Bozzari
Creative Direction :
Photography :
Art Director :
Antonio Colomboni
Set Designer :
Michela Natella
Set Designer Assistant :
Giulia Varisco
Stylist :
Elisa Zaccanti
Stylist Assistant :
Bianca Luini
Hair and MakeUp :
Lorenza Zavatta
Video Director :
Caterina Vigano
Video Assistant :
Tommaso Fenu
Compositing and Color Correction :
Isabella Fornasiero
Photo Assistant :
Andrea Ceppi
Photo Assistant :
Matilde Martino
Producer :
Stefania Biliato
Production Assistant :
Dina Murati
Production Assistant :
Antonio Ordan
Post Production :
Anna Tallone
Device Creative Technology :
Le Garage
Video Post Production :
Producer :
Alfredo Beretta
Editor :
Andrea Otto
Editor :
Enrico Munarini
Editor :
Tommaso Bianchi
Author :
Werner Tautz
Master :
Extreme Music
Music Company :
Extreme Music
Publisher :
Extreme Music
Audio Post :
Sound Engineer :
Daniele Sola
Device Design :
Robilant Associati
Production Company :
Co-Founder :
Gianmarco Prizzi
Co-Founder :
Marco Miscioscia
Head of Engineering :
Bruno Luziatelli
PR Strategy :

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