AsiaNet 85946

MILAN, Oct. 6, 2020 /PRNewswire=KYODO JBN/ --

The new concept, inviting us to follow our passions, is brought to life by

Campari in a series of films featuring pioneering artists from across the globe

Campari, the iconic Italian red aperitif has launched an inspirational new

digital campaign featuring a unique partnership with remarkable artists from

around the world, bringing to life the brand's newly evolved ethos of Red

Passion – the urge inside us that is impossible to ignore. The campaign

features hero video content and impactful visuals showing Red Passion come

alive as the protagonists 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.

Since its birth in 1860, Campari has been a source of passionate inspiration,

thanks to a history as rich and deep as the liquid itself, seen through its

founders' creative genius. Campari has not only inspired 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.

Campari's visionary and forward-thinking attitude has constantly pushed the

boundaries of creativity to go beyond the norm, exploring uncharted languages

of advertising and tapping into the talent of artists, painters and designers.

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 new Red Passion campaign is the latest in a long-standing series of unique,

creative collaborations as Campari partners with ground-breaking artists,

spanning creative expression across a variety of fields, from dance, to

bartending to music and filmmaking. Showcasing how each individual has followed

their passion and gone beyond the ordinary Matt Lambert, a true Red Passion

advocate at heart, developed this series of evocative video clips where the

protagonists shift into and embrace their Red Passion in a way that is

perfectly depicted to inspire others.

On discussing the films, Matt Lambert says; "I was thrilled to be part of this

new chapter with Campari and to collaborate with artists and personalities that

reflect a creative power and passion so in tune with today."

The visuals include evocative bursts of colour and emotion, depicting creatives

in the shift from normal passion to true poignant and profound Red Passion

found within themselves, showing spectacular shots and powerful music.

Featuring in the mini-series is disruptive, forward-thinking and

entrepreneurial bartender Monica Berg, renowned for her extraordinary

bartending techniques and awarded most influential person in her industry in

2020. To describe Red Passion she declares; "It's a feeling, it's a vibe, it's

not necessarily something you can force, but when you see it, you know it and

you simply can't ignore it!"

Alongside, Bendik Giske an ultra-expressive and highly talented artist and

saxophonist delivers an eye-catching performance throughout, taking his

instrument and audience to another dimension in his evolving manifestation of

Red Passion.

Avant-garde and energetic director Margot Bowman, who, as well as featuring in

the short clips, also took part in behind the scenes activity, describes her

creative process as follows; "My creative process is pleasurable. I think

pleasure is a really important part of it. I am very curious, so everything

really starts with curiosity and just a sort of fascination with the world and

the people around us."

MJ Harper, a remarkably graceful and expressive performance artist and

choreographer whose dance and body language stirred and moved people from all

walks of life says about Red Passion and creativity; "What's interesting about

it is, that depending on how it's pushed or not pushed, you will find people

who are actually active in their creativity and people who are very much

passive.

The series of videos featuring each artist are part of a wider digital campaign

set to guide viewers on their journey to discovering and embracing their inner

Red Passion. With Campari as a leitmotiv throughout, the hyper visual assets

bring to life passion in all its form and in turn provides beautiful,

metaphorical renditions of the most famous Campari cocktails. The videos will

start to go live as of the 5th of October 2020 on YouTube, the Campari Website

and Instagram with additional videos releasing in November.

Francesco Cruciani, Managing Director Italian Icons at Campari Group commented:

"With a rich legacy and history in fuelling passion and creativity, Campari

constantly inspires and challenges people, encouraging them to keep their Red

Passions alive in the path to creation. This was true in the time of Gaspare

and Davide Campari and still is to this day, where we constantly aim to go

beyond the expected. Working with Director Matt Lambert to deliver his unique

style and artists such as Monica, Bendik, MJ and Margot was truly eye opening

as we saw Red Passion in action, front row. We want to invite everyone to

follow their lead!"

The campaign was devised by creative agency Wunderman Thompson, all films

produced by Movie Magic with a digital strategy lead by We Are Social.

If you too want to follow your Red Passion and go beyond the ordinary you can

watch the videos on YouTube  https://youtu.be/CWUd1MGHc74

For more information about Red Passion and Campari visit

campari.com/red-passion and follow @campariofficial.

#campari  #mypassionisred

Video: https://youtu.be/CWUd1MGHc74  

Photo: https://mma.prnewswire.com/media/1306420/Monica_Berg.jpg  

Photo: https://mma.prnewswire.com/media/1306421/MJ_Harper.jpg  

Photo: https://mma.prnewswire.com/media/1306422/Margot_Bowman.jpg  

Photo: https://mma.prnewswire.com/media/1306423/Bendik_Giske.jpg

Source: Campari