Walking around Palermo SOHO streets was something striking because it was an invitation to discover the various installations, Argentinean attractions, highly national performances and creations made by 17 designers who developed different elements inspired in all that Campari´s glamour and passion, making an exotic artistic installation out of each shop window. The tour includes exotic art exhibitions, traditional rides in horse ridden carriages, delicious taste tests and local talent shows where Tango stands out as the main and most celebrated attraction.

The action achieved a sales increase of 30% and was strongly covered by media in 2006, recovering the investment.

Because of its success and the highlighting of “the Argentinean”, it was chosen by Campari to carry out its global plan, becoming the first national action that will travel around the world communicating our values.