Bartenders Serve as Narrators in 12 Short Films that Reveal the Creation of Campari Cocktails
Campari unveils its campaign Campari Red Diaries, via the launch of short film Killer in Red. The campaign is themed around the ethos that “every cocktail tells a story”, celebrating cocktails as a powerful vehicle for expression by shining a light on the influences that inspire bartenders to share their craft.
Killer in Red, written and directed by Italian award winner Paolo Sorrentino and starring Hollywood actor Clive Owen, marks the start of the campaign that will feature 12 short films – directed by Ivan Olita – with bartenders serving as narrators, revealing the creation of each Campari cocktail.
“Campari Red Diaries was a very easy project to say yes to. I loved the fact it was a short movie with a proper story as opposed to a commercial, while the fact it was being directed by Paolo Sorrentino was also a great attraction. I think Sorrentino is one of the best directors out there – an imaginative visionary,” said Owen.
The protagonists and the bartenders behind each of the 12 cocktail stories are featured in the Campari Red Diaries Calendar Book shot by Ale Burset. Following Campari Calendar’s tradition, only 9,999 copies have been printed and will not go on sale but will be internationally distributed to friends of Campari around the world as a memoir.
“I am excited to launch this year’s truly unique campaign in Rome, allowing us to once again surprise and delight Campari fans all over the world by taking the brand into unchartered territory. Using film as a vehicle for the campaign has allowed us to depict the multifaceted artistry of cocktail making as well as continuously challenging ourselves to drive our iconic status as a world-renowned contemporary global brand,” said Bob Kunze-Concewitz, Chief Executive Officer of Gruppo Campari.
“This year’s campaign takes on a new medium without severing ties with our past Campari Calendars which is exactly our approach to the brand – to innovate without ever forgetting our heritage. I am extremely proud of the result, which I must attribute to the array of professionals we have been lucky to work with from Paolo Sorrentino, Clive Owen, Ale Burset and Ivan Olita, all of whom have left their own special mark not only on the campaign but the history of Campari,” he added.
