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Celebrating the debut of Campari Red Diaries, the campaign by the alcohol giant features Clive Owen and is directed by Paolo Sorrentino.
Campari, the iconic red Italian bittersweet apéritif, has launched Red Diaries. A revolution representing a step-change in the brand’s communication, the collection brings to life the ethos that “every cocktail tells a story” and celebrates cocktail as form of art and vehicle for expression.
The push spotlights the experiences and emotions that inspire bartenders to create and share their craft. Meanwhile, captivating month by month, the Red Diaries harnesses the richness of storytelling to guide fans on an imaginative journey through a series of cocktail stories from across the globe.
The founding story, a noir called Killer in Red, was written and directed by the famed Paolo Sorrentino and stars globally-acclaimed actor, Clive Owen. The creative debuts the tale of the never-before seen eponymous cocktail, after which the compelling seven-minute short film takes its name.
Flanked and complemented by a collection of 12 cocktail stories, with each showcasing the artistry of 14 bartenders from all over the world, the stories place the culture of mixology and its many facets centre stage. Each signature concoction is brought to fruition by young Italian director, Ivan Olita.
While the content will be housed exclusively on the brand’s YouTube channel, the premiere of Killer in Red and the full unveiling of Campari Red Diaries is scheduled to take place on 24 January 2017 in Rome, Italy, which is home to the legendary Cinecittà film studio—a symbol of Italian cinema.
“The direction taken with this year’s campaign is unique; we have used film for the first time in the brand’s history. Clive was the perfect subject to depict Paolo’s intense narrative, and we’re very much looking forward to January,” said Bob Kunze-Concewitz, Chief Executive Officer of Gruppo Campari.
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