On Global Recycling Day, Barilla and LePub team up with icon Marie Kondo to repurpose everyday pasta boxes into eco-friendly packaging: Barilla iconic Blue Box use virgin fiber to ensure food safety to consumers, with +99% of paper from responsibly managed forests FSC certified.
Milan, 18 March 2024 – In celebration of Global Recycling Day, Barilla and Marie Kondo are set to inspire sustainable living with the creative and inventive reuse of pasta boxes, empowering individuals to make a positive impact on the environment, as a sign of love for the planet.
Recent research has highlighted the significant environmental footprint associated with transportation, particularly in the fashion industry. Transportation alone contributes over 20 percent of global CO2 emissions1, with the fashion sector projected to produce 6 million tons of CO2 by 20302. As consumers become increasingly conscious of the pollution generated by the shipping of clothing and accessories, there’s a growing awareness of the need to adopt sustainable practices. This awareness extends to packaging waste, with discussions on platforms like X, TikTok, and YouTube reflecting a surge in concern about excessive packaging materials accompanying online purchases. Consequently, the thriving second-hand market is witnessing a surge in demand for alternatives that prioritize eco-friendly packaging solutions.
In response and to celebrate this inventive spirit, Barilla has initiated a collaboration with Marie Kondo to introduce innovative ways to repurpose pasta boxes, offering consumers a sustainable alternative for packaging and shipping their items. Marie Kondo, world-renowned tidying expert and bestselling author, will teach viewers how to reduce waste by repurposing otherwise discarded packaging in a series of tutorials. With her signature expertise, Marie Kondo provides pasta lovers with folding techniques and tips for maximizing space and efficiently fit their items into Barilla’s iconic Blue Box.
“I’ve seen the transformative power of tidying in homes worldwide, and now, I’m thrilled to extend that influence to the way we package and send our items. Folding clothes to fit into empty pasta boxes is not just a practical solution; it’s a conscious choice towards a circular system. I believe it is wonderful to enjoy delicious pasta and then find ways to use the box joyfully afterwards!” – emphasizes Marie Kondo.
As part of its commitment to a greener future, Barilla actively acts to reduce its environmental impact on the planet. With more than 99% of its packaging designed for recycling, Barilla is dedicated to sustainable practices across all aspects of its business. Additionally, over 99% of the paper and cardboard used by the company is sourced from responsibly managed forests.
“At Barilla, we are dedicated to advancing sustainability across our operations,” highlighted Ilaria Lodigiani, Chief Category Marketing Officer, Barilla. “Our collaboration with Marie Kondo is a testament to our ongoing efforts to address environmental challenges as a sign of love to the planet. By repurposing pasta boxes, we align with our broader commitment to reducing packaging waste and promoting eco-friendly practices. Together with Marie Kondo, we’re empowering consumers to make a meaningful impact on the environment while enjoying their favorite pasta, giving the pasta box a second life.”
Ideated by creative agency LePub Italy, the project features video tutorials pills created with Marie Kondo. From spaghetti 500gr to 1kg ones, to all other pasta formats, taking into consideration distinct shapes and sizes, Barilla boxes have become the ideal mean to ship pre-loved garments. The initiative will be amplified on social networks thanks to a series of international influencers who will replicate Marie Kondo’s folding techniques to ship items.
“Global Recycling Day was the ideal moment for Barilla and LePub to team up with Marie Kondo. Thanks to her unconventional expertise and shared values on sustainability, the project was a perfect match and opportunity to demonstrate that minimizing waste can be creative, effortless yet impactful. By using Barilla’s pasta boxes, we gave an original and fresh twist, hopefully leading to a possible concrete environmental change.” – Bruno Bertelli, Global CEO of LePub and CCO of Publicis Worldwide.
An open call to everyone to join the movement of giving pasta boxes a new chance, making a positive impact on the environment, one pasta box at a time.
CREDITS
Creative Agency: LePub
Global Chief Creative Officer: Cristiana Boccassini Chief Creative Officer: Francesco Poletti Executive Creative Director: Selim Unlusoy Creative Director: Stefano Zanoni
Associate Creative Director: Roberto Ardigò Senior Art Director: Joao Araujo
Senior Copywriter: Katharina Haller
Head of Strategy: Francesca Zedde
Senior Strategist: Elisa Fiorentini
Data Strategy Director: Andrea Battista
Social Media Analyst: Alberto Mura
Global Client Service Director: Simona Coletta, Beatrice Carli Moretti Account Director: Amira Ramadan, Benedetta Neri
Account Manager: Manuela Scognamiglio
Global Head of PR & Communication: Isabella Cecconi
Senior Digital PR Manager: Carol Verde
Global PR Manager: Eleonora Botta
PR Coordinator & Creative Awards Manager: Alessia Cornali
Social Media Manager: Lara Simoniello
Chief Production Officer: Francesca Zazzera
Senior Producer: Antonella Capella
CDP
Bird and insect
Director: Tomonao Sakurayashiki Cinematographer: Shoya Ura Photographer: Ryusuke Honda Gaffer: Hirotsugu Hamada
Production Manager: Yuki Koike Producer: Maiko Okuhara(TMWC) Hair & Make-up:Kanako Io
Table styling: Hiroko Takenaka
POST PRODUZIONE
Prodigious Milano
Offline Editing: Antonio Civilini Online editing: Stefano Moretto
SOUND
Mix: Screenplay
