IL BEL GIOCO - 'THE BEAUTIFUL GAME'
Building on the well established relationship with the Italian Football Team and Fabio Grosso who scored the winning penalty that won the World Cup in 2006, Peroni Nastro Azzurro is launching a campaign called Il Bel Gioco, or The Beautiful Game to our non-Italian speaking friends.
The project centres around an online community for Italians and all enthusiasts of Italian style - both on and off the pitch.
Online exclusively for the five weeks of the World Cup, www.ilbelgioco.com will feature interviews, blog entries, podcasts and images from the brand's global ambassadors: 2006 football champion Fabio Grosso; Michelin star chef, Giorgio Locatelli, celebrity fashion designer, Antoni Berardi and Italian designer Matteo Alessi. Other guest contributors will include: fashion icon, Elio Fiorucci and Puma Italia's managing director, Andrea Rogg.
The project was created and developed by The Bank in collaboration with Peroni Nastro Azzurro's global digital and PR agencies, WHAM and Gabrielle Shaw Communications. The Bank shot and produced the content in location around Italy with post production being handled out of The Bank's head office in London. Launch events will be staged in key Peroni locations in Sydney, New York and Cape Town to kick off the campaign in style.
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