The action was produced by Ogilvy in partnership with Campari and the visual identity focuses on the visual history of the brand
Between the 12th and 18th of September, Campari celebrates Negroni Week and the brand’s partner bars were invited to create authorial reinterpretations of the drink.
For the week’s celebrations, Campari is counting on a partnership with Ogilvy and will carry out several actions with the premise of telling the drink’s story.
This year’s edition of Negroni Week also features actions among the brand’s influencers and complementary digital activations with bars and influencers such as Pedro Scooby, Fernanda Paes Leme and Henrique Fogaa, reinforcing the concept of the message “There is no Negroni without Campari”.
As a way of expanding communication and showing that the history of the drink and Campari are directly correlated, the brand created a series of illustrations inspired by historic Campari posters and each part of the campaign works as a recipe, stamping the step by step behind the several versions of the Negroni.
The arts project was also created and developed by Ogilvy Brasil, in partnership with the Black Madre and Campari studios, and each illustration was inspired by a classic moment in the brand’s history. The illustrations will become digital arts and posters that will be displayed in the brand’s main partner bars during Negroni Week 2022.
With each authorial drink purchased, the consumer receives a poster on the history of Campari. In addition to posters, Campari introduced The Campari Blockchain platform to the universe of Negroni’s lovers, providing collectible NFTs of the drink, which unlock experiences at the end of Negroni Week 2022, such as a concert by Jo in So Paulo.
Both posters and NFTs will be available at Negroni Week’s partner bars with the following mechanism: for every authorial Negroni purchased, the person receives a poster and a collectible NFT of the history of Campari.
Promoting Negroni Week for the tenth consecutive year is extremely rewarding. In addition to encouraging cocktails and highlighting all the versatility that fits inside a glass of Negroni, this year we have the opportunity to create and foster an exclusive community for lovers of the brand, through The Campari Blockchain. Our idea that the public is increasingly involved with the Campari universe, and the possibility of taking a little of this historic week home, through collectible posters and participation in this exclusive community, strengthens the link between brand and consumer, celebrates Vinicius Lw, marketing director of the Campari Group.
The global campaign that celebrates the Negroni drink tradition takes place in Brazil in more than 90 bars in So Paulo, Rio de Janeiro, Paraná, Santa Catarina and in e-commerce. The dissemination of the arts and of the Negroni Week 2022 will be done on Campari’s social networks and aim to generate conversations and exchanges between Negroni’s lovers.
“Campari, Negroni and art are three elements that have always walked together and as Negroni Week is a week of reinterpretations of the classic Negroni recipe, we decided to use art to create a reinterpretation of the history of Campari through the perspective of signature drinks”, added Guilherme Pinho and Wagner Montanher, duo from Ogilvy Brasil.
