.Following our main concept, we built a campaign entirely made up of stories: the Campari Red Diaries. The first story we wrote narrates the special night in which a legendary bartender created his masterpiece cocktail: “Killer In Red”.

We wrote a noir story of seduction, mystery and glamour that would represent the Campari heritage and bring back to the core of their communication the role of bartenders.

We revolutionized the classic Campari calendar around “Killer In Red”, making international bartenders, their cocktails and twelve new stories the protagonists of a global holistic brand experience. The other twelve stories became a videostrategy shot by the emerging director Ivan Olita.

.The Red Diaries PR campaign was launched in two phases: late October, immediately after producing the short movie, and in January, given its “calendar” campaign format.

In October, the PR activities were carried out around a global social-driven content strategy, focused on the BTS of the short movie, in order to involve audiences because of Paolo Sorrentino and Clive Owen’s reputation.

in January, the official short movie and the bartender’s videostrategy was launched, exploiting different media and approaches.

Firstly, we captured audience interest with a sponsored social-driven content strategy, then we created an online holistic ecosystem made up of the short movie teaser, the official trailer, the short movie itself and the bartender videostrategy.

The audience was captivated by our sponsored content and therefore induced to see the rest of the Red Diaries campaign. In order to maximise engagement, we organised exclusive events around the world for VIP guests, influencers and journalists.

Given its “not-for-sale” nature, the success of the cocktail table book can’t be defined by numbers. Plus, we have to consider that it was printed in a pre-defined number of copies to be entirely allocated to influencers, journalists and stakeholders, making it impossible to estimate its impact from an economic point of view.

What we can consider a good barometer of success is the exceptional reception given on social network, with thousands of photos and comments shared about it.

Another curious detail is that many cocktail table books were immediately put up for sale on Ebay and some were sold at pretty high prices.