BARILLA USA (Creative Direction)
Barilla USA received new direction for all marketing and advertising from the home office in Italy. Although striking, it didn’t really make much sense for an American audience of shoppers, so our clients came to us looking for solutions. That’s when we transformed the “Maestri della Pasta” or Masters of Pasta idea into a strong call to action that made since for US consumers: Master Any Dish.

Barilla Italy Key Visual Roger Federer Pasta Advertising

ITALY’S VERSION: “Roger Federer as a professional chef? Sure, that works for an American Audience.”

Barilla USA Shopper Marketing Creative Direction Moodboard Key Visual

OUR VERSION: Master Any Dish Key Visual.

Shopper Marketing Tactical Plan Display Signage Digital

Master Any Dish Tactical Mix.

Barilla Pasta Copywriting Design Email Infographic

Master Any Dish Tactical Mix.