Client: Barilla

Project: “What (type of pasta) are you made of?”

Product: Photoreportage


For years, Barilla has been committed to promoting culture and art through projects like “What (kind of pasta) are you made of?”, developed under the creative direction of Vicky Gitto (of the communication agency Young & Rubicam Group) and coordinated by Wanda Perrone Capano, photographer and teacher at IIF.

Istituto Italiano di Fotografia was excited to welcome Barilla’s proposal. Thanks to its experience in training young talents, IIF found a common denominator with the great company: the attention to everyday routines and to the acts that create them, the modernity taking into consideration traditions and “customization” as a way of working.

Around seventy photographers of the Professional Biennial Photography Course by Istituto Italiano di Fotografia participated in the project and interpreted pasta as distinctive Italian food, creativity and contemporary daily life through original artworks, some of which were collected in a limited edition photo book.

Barilla has then awarded the three best photos taken by IIF students and the best photo taken by a former student: 1° prize to Alex Lorenzini, 2° prize to Clara Ridomi, 3° prize to Claudia Cherchi, all second year students. Among the former students, the prize went to Giacomo Vanetti with his “Black Lasagna”, a photo of Barilla’s logo printed directly on a pasta sheet. The first prize was a photography workshop in New York, while the other winners were awarded a voucher to buy photographic equipment. The prizes were consistent with Barilla’s patronage of the arts. Vicky Gitto and Wanda Perrone Capano followed all the steps of the project, from the initial concept to the evaluation of the pieces to the choice of the four winners.

The photos were on display from 13 to 27 June 2012 at Y&R Group, at Via Tortona 37, Milan. After being in Milan, the exhibition toured Parma, Naples, Palermo, Pescara, Reggio Calabria and Catania.

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