Knorr

Yummy Yummy!

Pasta is universal. Everyone eats it, everyone has an opinion on it, but nobody talks about what it's actually wearing.

That insight became the creative platform for Knorr's campaign: pasta comes naked. And Knorr has everything to dress it up. The metaphor connected the brand's full product range, pastas, sauces, seasonings, into a single, playful idea: dressing your pasta like you dress yourself, with personality and style.

The visual hero of the campaign was a clothes hanger, with pasta hanging like garments waiting to be worn. Simple, immediately readable, and strong enough to anchor both the TV commercial and the print and digital campaign pieces.

As Art Director, I co-led the creative and conceptual direction of the campaign alongside the agency team, contributing to the concept development, script, storyboard, and visual art direction of the TV commercial. The campaign ran nationally in Argentina, turning pasta preparation into a brand moment and reinforcing Knorr as an essential on every table.