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INSIGHT
People say randoms words and add the italian “accent” to make it sound more accurate, even though it’s gibberish.
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CONCEPT
Create a campaign where the audience will get the chance to name their own pasta. Different activations on social media, contests, pop up, cooking classes and potentialite the user experience around Barilla.
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EXECUTION
With AI will be able to create an unique pasta shape by the name the person will provide. This will give life to amazing creations and interactions with the user, creating a new bond through this experience.
People often make up words when trying to speak Italian.
Encouraging people to get as creative as they can by naming a pasta and afterwards -via AI- crafting the shape to resemblance the unique name.
