The Red Passion Gallery is an online art gallery, 100% digital and fully immersive, and open 24/7. A gallery that couldn’t be affected by COVID-19 measures, collecting artworks from 9 Belgian artists. The goal of this gallery was to energize the reunion between the public and the Belgian artists in a period where the arts sector was turning in slow motion. The artworks were brought to life via innovative 3D modeling and design. This gallery aims to make art more inclusive and to support artists by offering visibility to the artists and permanent access to arts.

During COVID-19, Brussels Museums revealed a 58% drop in visits in 2020 as well as a €20 million loss compared to 2019. Campari has always celebrated artistic creation and has been collaborating with great artists for almost a century. Art and passion have been the essence of the brand since its creation and Campari wanted to do something inspiring and relevant to help the arts sector. Therefore, we launched a campaign that took place mainly on social networks, where we could find a large part of our main audience: The Red Passion gallery.

As the interactive 3D gallery was the hero of the campaign, the main objective was to increase traffic to it, For each room of the gallery we followed the same logic: First, we presented the curator and his legitimacy in the art world to redirect the user to the gallery for the first time, then we presented the artists to send the user to the gallery again, but this time we made sure that the user paid more attention to the artworks - and finally we focused on a specific artist. This artist was presented in a dynamic video format, using the gallery's codes, and based on an interview format, which allowed the user to return to the gallery to discover the artist pages.

In the gallery we also had a ‘product-focus section’, to reinforce the awareness of Campari. People who visited the gallery were redirected to social posts that linked to the "our cocktails" section, highlighting the Negroni and Campari Tonics.