Client: Barilla
Project: Barilla x F1 Imola
Year: 2025
Services: Art Direction, Design, Concept,
Barilla x F1 fuels Imola
“Domenica Italiana” brought Barilla’s Sunday meal ritual into the fast lane of Formula 1. The campaign celebrated the warmth of shared food alongside the adrenaline of race weekend, turning Imola into a living expression of Italian togetherness.
FROM TRACK TO TABLE
4,909 Barilla boxes — one for every metre of the circuit — were handed out to locals in the town. The activation blended the familiarity of a Sunday meal with the excitement of race day, bringing the brand into the heart of the community.
Barilla’s classic identity met subtle motorsport cues in the goodie box design. Clean geometry, track-inspired details, and playful visuals made each box feel collectible, balancing everyday warmth with the energy of the Grand Prix.
4,909 Barilla boxes — one for every metre of the circuit — were handed out to locals in the town. The activation blended the familiarity of a Sunday meal with the excitement of race day, bringing the brand into the heart of the community.
Barilla’s classic identity met subtle motorsport cues in the goodie box design. Clean geometry, track-inspired details, and playful visuals made each box feel collectible, balancing everyday warmth with the energy of the Grand Prix.
POST FOR PASTA
A social competition invited fans to show their own “Domenica Italiana” moments while watching the race. Posts paired Barilla, family tables, and F1 screens, extending the campaign from the streets of Imola to kitchens across Italy.
A social competition invited fans to show their own “Domenica Italiana” moments while watching the race. Posts paired Barilla, family tables, and F1 screens, extending the campaign from the streets of Imola to kitchens across Italy.
GENEROSITY IN MOTION
On race day, pasta bars, communal tables, and track-inspired activations made food part of the race experience. Every visual element carried through the fan zones and hospitality areas, keeping the brand grounded in Italian comfort while surrounded by Formula 1 speed.
Thousands of pasta boxes were donated to Banco Alimentare in Imola, tying the campaign back to its core idea: generosity, community, and the shared spirit of a true Italian Sunday.