Situation: Negroni Centenary: in 2019, the classic cocktails turns 100. In 1919 in fact, the count Camillo Negroni asked to the bartender an Americano twist, adding the gin instead of Selz.

Brief: developing a storytelling that reflects the brand positioning (intriguing, stimulating and pleasurable journey) where the cocktail has a central role, represented in its sacral place (the bar) celebrated by bartenders.

Objective: Sustain Brand Equity (positioning, values, premiumness), mantain brand appeal and engage the bartender community.

Campari’s 2019 campaign takes viewers on a journey around a mysterious red-hued world, in an intriguing Milan.

In the year of the Negroni Centenary, this legendary cocktail plays a central role in signalling the key moments in the story, of which it becomes an integral part.

The protagonist’s adventure is a journey of discovery.

Her curious soul prompts her to begin the journey.

Her acute mind allows her to solve the enigmas along her way.

Her heart points her in the right direction.

These three elements, that represent the three parts that blend in a perfect balance to make a Negroni, become the three phases of her journey.

Milan is there to guide her along. The city becomes her supporting character, showing her the way.

Everything is intended to ensure the protagonist will discover what is at the end of this intriguing and pleasurable journey into the unknown.

We started from a truth: cocktails are not just a mix of liquids but a real masterpiece: they tell a story, that represents quite often an intriguing stimulating journey as per Campari brand essence.

From this, it’s born the global communication platform Red Diaries addressed to

Consumers, Bartenders, Influencers and Media, to strengthen brand equity as well as increase awareness, consideration and newsworthiness.

The entire production of Entering Red lasted about 9 months, from the writing of the first script to the release of the film. Matteo Garrone completely embraced our vision and decided to make our idea become a true screenplay, while still maintaining the initial idea. The production company Cattleya, the agency, the director, his writers, his DOP and his entire team worked together to create a branded content that spoke about the brand while maintaining the very high standards required by an award-winning director. The whole film was shot in Milan, the city of origin of the brand.

Entering Red was an unprecedented global success in Campari’s communication history:

1 bil of users have seen RD19: online media and social were the key channels to high reach.

All media channels impact score average got 69,75 where Influencer impact score improved this year with strong engagement rates and image use.

The engagement rate was 3,4%, in particular, the Campari Collective: drove an impressive 63M in total reach and more importantly an overall impact score of 83.