The campaign celebrated the uniquely passionate and stylish approach that Italians have to summer, or ‘la bella stagione’ as they affectionately call it
On Thursday 14th April, Peroni Nastro Azzurro launched its new global campaign ‘Primavera / Estate’ (Spring / Summer). Filmed on Lake Como by The Bank, the campaign celebrates the uniquely passionate and stylish approach that Italians have to summer, or ‘la bella stagione’ as they affectionately call it. The Bank created, produced and delivered the launch event at the ICA.
The 40 second cinema advert captures the spontaneity and charm of Italy during the spring and summer months and the uniquely enviable way that Italians celebrate those ‘gioia di vivere’ moments.
The timeless wardrobe, combined with the intimate cinematography created by using hand-held Bolex cameras, contributed to the effortlessly stylish film.
Continuing Peroni Nastro Azzurro’s tradition of collaboration with inspiring Italian talents the brand brought on board the triple-platinum Italian recording artist Mario Biondi to record the soundtrack to the campaign. Re-recorded at the Forum Music Village in Rome – the home of some of the greatest Italian and international recording artists including Ennio Morricone and Giovanni Allevi to name but a few – Mario’s reinvention of “My Girl” is infused with his soulful Italian charm and provides the perfect soundtrack to the campaign.
This new campaign continued the brand’s celebration of timeless Italian style, passion, craftsmanship and authenticity. It makes it’s global debut in the UK, with international rollout in key markets to follow.
Nastro Azzurro, Peroni, Peroni Nastro Azzurro
Work type: consumer