Campari replaces Calendar with new Red Diaries campaign
By Andy Young
Campari has launched the Campari Red Diaries, which it calls a “holistic (r)evolution to the late Campari Calendar”.
The new campaign will use short films to take consumers through a year-long series of cocktail stories from around the world. The first story, Killer in Red, was written and directed by the Italian internationally-renowned award winner, Paolo Sorrentino and stars globally-acclaimed actor, Clive Owen.
While the content will be housed exclusively on Campari’s official YouTube channel, the premiere of Killer in Red and the full unveil of Campari Red Diaries will take place on 24 January 2017 in Rome.
Bob Kunze-Concewitz, Chief Executive Officer of Gruppo Campari said: “This year’s campaign, Campari Red Diaries, centres on bringing to life the stories that inspire bartenders all around the world to innovate and create cocktail recipes we all are privileged to enjoy.
“The direction taken with this year’s campaign is unique – we have used film for the first time in the brand’s history, to guide fans on an imaginative journey, while also celebrating the flavour complexity and versatility of Campari that too inspires such imaginative recipe creation. The ever-charismatic Clive was the perfect subject to depict Paolo’s intense narrative and we’re very much looking forward to unveiling the full campaign come January.”
The Killer in Red story kicks off the Red Diaries journey and it will be followed by a collection of 12 cocktail stories, which aim to bring to life the artistry and flair of 14 bartenders from all over the world. These stories introduce consumers to what goes into the creation of each Campari cocktail, placing the culture of mixology and its many facets centre-stage.