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For World Pasta Day, Barilla set the stage for an extraordinary celebration in the bustling heart of New York City, one of the world's most hectic metropolises, where its iconic pasta boxes have become a symbol of connection, allowing people to travel through its boroughs to share a meal with loved ones. In today’s fast-paced world, where the hustle and bustle of large cities often takes precedence, eating habits are changing and an increasing number of people are dining alone, even though sometimes friends or family members are only a few stops away. On October 25th, in collaboration with the New York City subway, Barilla has transformed iconic “Spaghetti n°5” boxes of pasta into “Togetherness Tickets”, granting passengers a complementary subway ride. On this day, commuters unexpectedly came upon a special Barilla newsstand outside of the Hudson Yards subway station, and instead of selling the usual subway tickets, the kiosk provided a give-away of Barilla pasta boxes. Once at the subway entrance, a subtle technological insert allowed boxes to open the turnstile, letting the traveler pass through like a regular ticket would do – with no complexity for consumers. More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal.
Credits
Other credits
Global Head of Artificial Intelligence & Executive Creative Director: Selim Unlusoy
Creative Supervisor: Angela Celano
Creative Supervisor: Matteo Gemelli
Global Client Service Director: Simona Coletta
Client Service Director: Beatrice Carli Moretti
Account Director: Amira Ramadan, Benedetta Neri
Account Supervisor: Filippo Baldi
Account Executive: Giovanna Baiocchi, Camilla Catenacci
Head of Strategy: Francesca Zedde
Strategy Director: Antonio Jorgaqi
Senior Strategist: Elisa Fiorentini
Data Strategy Director: Andrea Battista
Social Media Analyst: Alberto Mura
Head of digital Production: Vittorio Cafiero
Global Head of Creative Technology: Mauro Mazzei
Global Head of PR & Communications: Isabella Cecconi
Senior PR Manager: Eleonora Botta
Senior Digital PR Manager: Carol Verde
Chief Production Officer: Francesca Zazzera
Head of Production: Anna Sica
Producer: Arianna Messina, Matilde Bonanni
Art Buyer: Veronica Bottanelli
BARILLA (Client)
Chief Categories & Marketing Officer: Ilaria Lodigiani
Equity, Digital & Design Vice President: Francesco Cibò
Equity & Comms Pasta and Condiments Director: Ester Miozzo
Digital and Social Senior Manager: Eléonore Pratoussy
Integrated Campaign Manager: Simi Sanusi
Social Media & Influencer Manager: Nhoon Ahmed
Senior Brand Marketing Manager (Pasta Americas): Dora Waldin
Brand Marketing (Pasta Americas): Kris Blonde
Digital & Social Manager - Region Americas: Alyssa Levy
US Media Planning, Strategy, and Procurement:Janelle Rietschel
Website Professional, Digital & Social Americas - Website: Christine Nikutin
Legal Counsel - Americas: Sari-Beth Esmail
Group Customer & Shopper Marketing Senior Manager: Michele Mastroianni
Global Shopper Marketing Professional: Camilla Concara
Global eContent Manager: Madeleine Mcilwain
Category Pasta President: Franco Maria Maggi
Pasta Global Vice President: Victoire Guyon
Barilla Brand Pasta Senior Manager: Agata Gualtieri
Barilla Brand Pasta Marketing Professional: Vittoria Busani
Senior Brand Activation & Consumer Engagement Senior Manager: Cristina Bonoretti
Consumer & Shopper Engagement Specialist: Melissa Marchesi
Brand PR Director: Anna Bielecka
Senior Manager, Brand PR - Americas: Andrea Dufour
PR Professional, Barilla Americas: Katie McNicholas
Group Advertising Production & Procurement Pasta & Condiments Italy Director: Marcello Manici
Media, Advertising, Production and Procurement Pasta & Condiments Senior Manager: Andrea Pattacini
PRODUCTION COMPANY STILLS
MANDALA CREATIVE PRODUCTIONS
Executive Producer Chicco Tatriele
Producer Antonella Rubino
PHOTOGRAPHER
Chloe Hardwick - At Collective
MSL
Chief Strategy Officer: Marco Fornaro
Chief Operating Officer: Azzurra Maiocchi
Client Service Director: Eleonora Moretti
Account Director: Léa Riccetti
Executive Strategic Planner: Matteo Mezzocolli
EDELMAN
Laura Hoover, Senior Vice President, Edelman
Kyle Sharick, Senior Vice President, Edelman
Emily Burns, Vice President, Edelman Elizabeth Bitzer, Vice President, Edelman
Leah Osborne, Account Supervisor, Edelman
Mikaela Shiffrin’s videomaker - Mike “Dawsy” Dawson
Mikaela Shiffrin’s editor - Tommaso Bianchi
Video Production
Tree Fort films New York
Editor - Enrico Munarini
Media Agency: OMD
Out of Home (OOH) Media Partner: OUTFRONT Media
Social Media Agency: Boomerang
