Italian pasta manufacturer Barilla and digital agency, Isobar Moscow – which forms part of Dentsu Aegis’ Russian network – have released a new ad campaign titled #Pastaisart.
The campaign shows Barilla pasta in an new way inspired by art and fashion. Daria Likhovidova, marketing director at Barilla Russia & CIS, says: «When a brand talks about authentic Italian pasta, we most likely visualize a plate with spaghetti. We decided to rethink this visual connotation. Thus, our ad concept is based on Barilla’s rich heritage and its constant commitment to a perfect taste as well as look of our pasta. It’s not by chance that fashion has become creative ground of the campaign emphasizing the philosophy of the brand and its special approach to pasta making».
