Secondhand Box

Creative idea

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.

Brand name: Barilla
Advertiser / client: Barilla
Product / service: Barilla
Campaign name: Secondhand Box
Agency network: PUBLICIS
Agency: LePub, Milan
Chief creative officer: Francesco Poletti
Executive creative director: Selim Unlusoy
Creative director: Stefano Zanoni
Art director: Joao Araujo
Copywriter: Katharina Haller
Account director (agency): Amira Ramadan; Benedetta Neri; Manuela Scognamiglio
Strategic planner / strategist: Elisa Fiorentini; Andrea Battista
Pr director: Isabella Cecconi
Agency producer: Francesca Zazzera; Antonella Capella
Additional company: Global CEO LePub, CCO Publicis Worldwide - Bruno Bertelli Global CCO - Cristiana Boccassini; Associate Creative Director-Roberto Ardigò; Head of Strategy-Francesca Zedde; Social Media Analyst-Alberto Mura; Global Client Service Director-Simona Coletta-Beatrice Carli Moretti; Senior PR Manager-Eleonora Botta; PR Coordinator & Creative Awards Manager-Alessia Cornali; Social Media Manager-Lara Simoniello