Campari meets Venezia75
Campari
Agency: We Are Social
2018
The Brief
In 2018, Campari became one of the main sponsors of the 75^ edition of the Venice Movie Festival. The sponsorship represented the ambitious first step of a brand new branding strategy, aimed at positioning the brand into the territory of cinema.
The client asked for a launch content to announce the participation to the Festival in an inspiring, impactful and premium way.
Idea
The participation was announced through a corto set in Venice. Here, the brand and the city become the two protagonists of a love story that conveys the key elements of the so-called “Campari Red Passion”: fascination, intrigue, mystery.
Copywriting
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Copywriting
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Copywriting 〰️ Copywriting 〰️
Execution
The video tells the hours anticipating a long-awaited date between a man and a beautiful, mysterious woman… maybe an actress? The male character - and the narrating voice - is a personification of the Campari brand: animated by passion, he gets to the city of Venice to meet his date at the Festival.
We follow his journey through the calli. It’s a journey across the city, but most of all a self-reflection through which we slowly try to decipher the identity of the mysterious woman. Once we get to the Lido promenade at sunset - Campari hour - we discover who she is: Venice itself, in all its timeless beauty.
“VO & SUPER:
L’ho vista sempre da lontano.
L’ho cercata oltre il sogno e la luce del mattino
e poi via, come acqua tra le mani.
Tra le pellicole e i riflettori,
c’è ancora qualcosa di sconosciuto.
La rincorro,
mi perdo,
mi confondo.
E ora eccomi qui,
sulla riva del Lido prima del tramonto.
La vedo, è lei.
LOGO & FINAL SUPER:
Campari incontra la Mostra del Cinema di Venezia.”
