The core creative idea unfolds through a series of stories – chapter one pays tribute to ‘La Passeggiata’, the ritual of the evening stroll. Italians routinely take to their streets between 5-8pm, to walk and to socialize. Connected to the key belief that ‘It’s not where we go, it’s how we get there’, the core creative idea entices consumers to stroll “the Italian way”: expressing confidence, connecting with the like-minded, and above all,
showing their True Style to the world.
showing their True Style to the world.
360° OVERVIEW
Launching with an ATL film we invite consumers to live ‘Vita con Stile’ or Life with Style. The new campaign re-imagines the philosophy of style as a holistic concept combining internal confidence, how it is expressed and how people choose to live their lives.
Style is more than what is achieved in life; it’s how it is achieved.
60" Film
This film revolves around the tradition of La Passeggiata, an evening stroll that takes place as the afternoon cools and the evening begins.
It’s Peroni Nastro Azzurro that brings everyone together, it’s the catalyst to this authentic and stylish moment.
The film ends with a crescendo of people who gather around a Peroni Nastro Azzurro.
All to demonstrate it is not just where you go but how you get there.
It’s Peroni Nastro Azzurro that brings everyone together, it’s the catalyst to this authentic and stylish moment.
The film ends with a crescendo of people who gather around a Peroni Nastro Azzurro.
All to demonstrate it is not just where you go but how you get there.
OOH Static
Every shot has been meticulously styled but made to feel natural.
The beer is always shot in context, the pose relaxed, as if you are in the company of others. Every shot feels modern and inspirational.
The beer is always shot in context, the pose relaxed, as if you are in the company of others. Every shot feels modern and inspirational.
Social
The purpose of the social content is to bring to life true Italian style in a way that inspires and engages.
This will deliver high reach and ability to deliver frequency of true style.
They are snapshots of a life lived in true Italian style. Digital also provids the ability to link people to deeper content,
purchase and drives engagement. In the case of Passeggiata an A-Z format has been used to demonstrate and educate consumers
on the various aspects of Passeggiata.
This will deliver high reach and ability to deliver frequency of true style.
They are snapshots of a life lived in true Italian style. Digital also provids the ability to link people to deeper content,
purchase and drives engagement. In the case of Passeggiata an A-Z format has been used to demonstrate and educate consumers
on the various aspects of Passeggiata.
On and Off Trade
Our on-street activation brings to life the idea of Vita con Stile.
The Peroni Bicycle Bars (or La Baretta Bicicletta) encourages customers to live their life in True Style with sampling and elevated moments.
The Peroni Bicycle Bars (or La Baretta Bicicletta) encourages customers to live their life in True Style with sampling and elevated moments.
On trade activation
Off trade activation
Competition mechanic
On-pack QR code lauches the competition page. After completing age and region check, consumers are invited to follow the blue ribbon with their digit. They are informed if they have won or not at the end of the trail.
