Campari’s passion for creativity comes alive in new campaign

May 21, 2021
By Ioni Doherty

Campari have released their new Red Passion campaign to inspire creativity across Australia. The global campaign partners with creatives from around the world, bringing to life the brand’s newly evolved Red Passion ethos, an urge inside us that is impossible to ignore. 

In Australia, Campari will launch Red Passion locally with a series of activations, enlisting local talent in their own creative endeavours including bartending, visual art and filmmaking. 

Campari Australia Brand Director, Paolo Marinoni says, “Campari has always had a rich history in supporting creative founders across disciplines…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.”

The global campaign is being amplified in Australia through Campari’s owned and earned channels throughout 2021, featuring a hero film piece, a series of short films and impactful visuals that tell the stories of protagonists who step away from their comfort zones and pursue their passion for a creative life.

Parlour Cucina at the designer hotel QT Sydney in the centre of the Sydney CBD, will be first venue to activate as the home of Red Passion for the month of May. The launch party will show 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.

Following this, June will see Campari host activations and masterclasses at venues such as Door Knock in Sydney and Capitano, Lily Blacks and Black Pearl 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 later in the year.

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 founder’s 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.

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.

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