Iconic Italian aperitif Campari has released its new Red Passion campaign in Australia. The global campaign partners with remarkable creatives from around the world, bringing to life the brand’s newly evolved ethos.
The global campaign is being amplified in Australia through 2021 and features a hero film piece, a series of short films and impactful visuals. The content brings Red Passion to life through protagonists who leave their comfort zone, transforming their passion into an outstanding creation. The content invites the audience to discover their own Red Passion, recognising the force that lives inside them and embracing the challenge to give it shape in the path to creation.
Campari will launch Red Passion locally with a series of activations and events to inspire and encourage passion for creativity. Campari Australia will enlist its own creative talent to show the passion of local creatives across different disciplines including bartending, visual art and filmmaking.
Campari Australia Brand Director, Paolo Marinoni, said: “Campari has always had a rich history in supporting creative founders across disciplines. Through a series of activations and creative collaborations, Red Passion provides a platform for creatives to showcase their work, as well as bringing individuals together for creative collaborations. Throughout the year, Campari will partner with ground-breaking innovators across bartending, art and film to bring the new Red Passion ethos to life – we hope their creativity ignites and urges others to explore their passions.”
Parlour Cucina at the designer hotel QT Sydney, perched in the centre of the Sydney CBD, was the first venue to activate as the home of Red Passion for the month of May. The launch party showed Red Passion in all its forms, from a jazz musician and a bespoke Galleria consisting of six Campari art pieces, to a bespoke Campari menu consisting of the classic Negroni, Campari and Soda and a one of a kind Negroni fountain.
June will see Campari host activations and masterclasses at venues such as Door Knock in Sydney and Capitano in Melbourne. Bartenders at these venues will be invited to showcase their creativity and bring their Red Passion to life.
Building on Campari’s commitment to supporting the arts, further activations and events will be launched throughout August and September. This includes a partnership with a film festival and a contemporary arts event that rolls into Negroni Week.
Since its birth in 1860, Campari has been a source of inspiration, inspiring passion in bartenders across the world to create iconic masterpieces at the forefront of cocktail culture, such as the Negroni and the Americano, but also through art and creativity, inspiring artists and filmmakers alike.
The brand’s deep-rooted affiliation with the creative world has seen limitless creations with world-famous names such as Fellini and Sorrentino to name a few, to visually express Campari’s passion and creativity in an intriguingly evocative way.
The global campaign was devised by creative agency Wunderman Thompson with all films produced by Movie Magic. The campaign creative and execution is led locally in Australia by Eleven.
For more information about Red Passion and Campari visit https://www.campariau.com/ and follow @campariofficial.