Film

Peroni - La Dolce Vita

SABMiller

Cinema Commercial

The ‘La Dolce Vita’ campaign pays homage to one of Italy’s most stylish creations: Fellini’s cinematic masterpiece, La Dolce Vita.

Fellini’s film spurred a global love affair with all things Italian when it was released in 1960. So, the new global campaign would celebrate timeless Italian chic and the things that make Italy so stylish, like tailored suits, modish scooters and, of course, Peroni Nastro Azzurro.

Peroni Nastro Azzurro worked with a handful of Fellini academics to craft an authentic montage of some of the most iconic scenes from La Dolce Vita. They even went so far as to get permission from the Italian government to shoot in Rome’s Trevi Fountain – something that hasn’t been done since Fellini filmed there in 1959.

The broader integrated campaign incorporated cinema advertising, print and outdoor billboards shot by award-winning photographer Tom Stoddart, public relations, and beautiful point of sale material.