The project aims to inspire consumers around the world to take part in having a beneficial impact on the planet through simple actions by inviting people to embrace positive behaviours by changing their kitchen habits, while educating pasta lovers on a new way of enjoying pasta as a “Sign of love for the planet”: a global message that boldly combines Italian tradition and technology in pursuit of sustainability. The campaign idea revolves around an ancient cooking technique renown as “Passive Cooking”, an alternative and more sustainable way of cooking pasta that could transform the preparation process by encouraging consumers to adopt practices that are both energy-saving and efficient. One portion of pasta may not seem like much but with 438 million ones served every day there could be a slight change with significant environmental impact on a global basis.
Passive Cooking
Agency
Milan
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