| Philosophie | Today marks three weeks until the kick off of the US Open tennis tournament, and also the launch of the new global film, The Promise, for Barilla, crafted by Boomerang, part of Publicis Groupe. A unique, heartwarming story of a young fan getting to meet his hero in a match. During the 2017 US Open press conference, Roger Federer was challenged by a fan and tennis player named Zizou. He asked if Roger could keep playing until he’d be old enough to play against him when the time came. Federer gave him his word, and the video went viral. Flashforward five years as the team at Boomerang wanted to connect the new Barilla campaign to the famous news moment five years ago. Now, Federer is ready to live up to his promise and surprise his young fan with the match of a lifetime. It wasn’t an easy task to fly Zizou all the way to Zurich, Switzerland without his knowledge, but with the help of Zizou’s family and his coach, we made this possible. There was no margin for error as the aim of the campaign was to show a candid moment between a top athlete and a fan. Zizou did not know he’d be meeting Federer until the moment itself. The campaign embodies Barilla’s mission to build on their brand essence: A Sign of Love. The full film will be available on YouTube, with teasers of the film to be advertised on social media starting the week of August 8th across European markets and the U.S. |