Passive Cooking

Creative idea

Upon landing on data on this old cooking method, we called it Passive Cooking, and decided it's the best time for the world to rediscover - the most innovative old method to cook pasta. It's as simple as - bringing water to a boil and cooking pasta with the heat off, reducing gas consumption and CO2 emissions by up to 80%. Currently, there are 440 millions pasta bowls being cooked in the world every day. So helping change the way people are used to cook pasta would not be easy.

Brand name: Barilla
Advertiser / client: Barilla
Product / service: Barilla
Campaign name: Passive Cooking
Agency network: PUBLICIS
Agency: LePub
Production company: TOILETPAPER
Executive creative director: Riccardo Fregoso, Selim Unlusoy, Andrey Tyukavkin
Client account director: Simona Coletta, Federica Papetti
Strategic planner / strategist: Niccolò Rigo, Margherita Tuvo, Antonio Jorgaqi
Pr director: Isabella Cecconi
Agency producer: Francesca Zazzera, Anna Sica, Arianna Messina
Additional company: Bruno Bertelli: Global CEO LePub, Global CCO Publicis Worldwide & CCO Publicis Groupe Italy Cristiana Boccassini, Mihnea Gheorghiu: CCO Stefano Zanoni, Roberto Ardigò, Fernando Dominguez, Giulio Frittaion: Associate Creative Director Giovanni Spadola: Account Executive Carol Verde: Digital PR Manager Valentina Salaro: Head of Social and Content Vincenzo Di Carlo: Senior Content Manager Vittorio Cafiero: Head of Digital Production Mauro Mazzei: Head of Creative Technology