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The Rooftop Match with Roger Federer

Barilla

Issue 56 | September 2020

Agency

We Are Social

Creative Team

Executive Creative Director Alessandro Sciarpelletti Associate Creative Director Stefano Cucinotta, Andrea Fumagalli Senior Art Director Daria Paraboni Senior Creative Laura Venuti Art Director Alice Martinucci Writer Francesco Pierucci

Production Team

Executive Creative Production Director Daniele Piazza Senior Editor Giuseppe Schiavone Production Company BRW Filmland

Other Credits

Group Account Director Sandro Amabili Account Director Luca Di Palma Account Manager Ginevra Locatelli

Date

July 2020

Background

During Italy’s coronavirus lockdown, two young Italian girls created a tennis court between two rooftops in their hometown of Finale Ligure. Vittoria and Carola became a global sensation when a video of them playing a 12-shot rally between two rooftops went viral.

Idea

Struck by the girls’ passion for the game, Barilla and their brand ambassador, Roger Federer, who also happened to be the girls’ tennis hero, decided to surprise them both on the same rooftop after lockdown was lifted.

In a four-minute film supporting the Barilla brand message ‘Pasta brings people together’, the two girls are seen on the rooftop taking part in what they think is a media interview about the global attention of their lockdown tennis and their love for their hero, Roger Federer.

To their total surprise and delight, Federer appeared behind them and challenged them to play a match with him. Afterwards, they all sat down to enjoy some well-earned pasta.

Our Thoughts

Orlando Wood in his book “Lemon” talks about the need for brands to tell stories if they want long-term success. In lockdown, most brands have resorted to short-term promotional activity and who can blame them? Barilla, on the other hand, have touched hearts around the world with this video. 22 million views in two weeks on YouTube, nearly five million for the ’Behind the Scenes’ video and millions more views on Facebook.

This is what they mean by ‘agility’. A marketer and an agency spotting an opportunity and making something of it almost instantly. Hurrah for the decisionmakers at Barilla, may your rewards be significant in sales.