Clive Owen and Paolo Sorrentino lead (r)evolution to film for Campari Red Diaries 2017
London, 12th October 2016 – Campari®, the iconic red Italian bittersweet apéritif, today announces Campari Red Diaries; a holistic (r)evolution to the late Campari Calendar.
Representing a step-change in the brand’s communication, Campari Red Diaries brings to life the powerful 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.
The 2017 Campari Red Diaries journey harnesses the richness of storytelling, using short films for the first time to guide Campari lovers on an imaginative journey through a year-long series of cocktail stories.
The founding story, a noir called Killer in Red, was written and directed by the Italian internationally-renowned award winner, Paolo Sorrentino and stars globally-acclaimed actor, Clive Owen.
While Killer in Red ignites the Campari Red Diaries journey, it is complemented by a collection of 12 cocktail stories from bartenders from all over the globe, with young and emerging Italian director, Ivan Olita, bringing the artistry and flair of each bartender to life.
While the content will be housed exclusively on Campari’s YouTube channel, the premiere of Killer in Red and the unveil of Campari Red Diaries will take place on 24th January 2017 in Rome, Italy; home to the legendary Cinecittà film studio.
On writing and directing Killer in Red, Paolo Sorrentino comments, “Campari is an Italian icon which has garnered global love and attention with its intrinsic sense of aesthetic and well-defined style – the very same qualities I pride myself on. With this year’s campaign embracing the realm of film, I really wanted to ensure I harnessed the theme of storytelling with an intriguing intensity.”
On his involvement, the Golden Globe award-winning Clive Owen adds, “I was honoured to be chosen to shoot Killer in Red, particularly since this year represents the brand’s first foray into the world of cinematography and film.”
Bob Kunze-Concewitz, Chief Executive Officer of Gruppo Campari comments, “The direction taken with this year’s campaign is unique - we have used film for the first time in the brand’s history, while also celebrating the flavour complexity and versatility of Campari that inspires such imaginative recipe creation. We’re very much looking forward to unveiling the full campaign come January.”
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ABOUT CAMPARI RED DIARIES
A holistic evolution to the late Campari Calendar, the first edition of Campari Red Diaries shines a light on the experiences and emotions that inspire bartenders to create and share their craft; bringing to life the powerful ethos that “every cocktail tells a story” while celebrating cocktails as a form of art and a powerful vehicle of expression. Captivating month by month, Campari Red Diaries 2017 harnesses the richness of storytelling with bartenders as the narrators.
Campari is a contemporary and charismatic classic. The secret recipe, which has remained unchanged, originated in Novara in 1860 and is the base for some of the most famous cocktails around the world. Campari is an alcoholic spirit obtained from the infusion of bitter herbs, aromatic plants and fruit in alcohol and water. With its vibrant red colour, intense aroma and inspiring flavour, Campari has always been a symbol of intrigue and pleasure, which unfurls itself into a captivating drinking experience. These are the values that have made the Campari brand famous throughout the world as an icon of passionate Italian style and excellence.
ABOUT GRUPPO CAMPARI
Gruppo Campari is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional and Local priorities. Global Priorities, the Group’s key focus, include Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry. It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. The Group’s growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses.Headquartered in Milan, Italy, Campari owns 18 plants and 4 wineries worldwide and has its own distribution network in 19 countries. The Group employs approximately 4,000 people. The shares of the parent company, Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), have been listed on the Italian Stock Exchange since 2001. For more information: www.camparigroup.com/en. Please enjoy our brands responsibly.
About Campari UK
Campari UK is the Gruppo Campari’s UK subsidiary, headquartered in London. A multicultural and dynamic team composed of 40 Camparistas from 10 different nationalities. Established on March 1st 2015, it took over from J. Wray & Nephew UK, a well-established brand builder and distributor of premium Jamaican rums.
At the heart of Campari UK there are two main portfolio offerings: the Italian portfolio with heritage brands such as Campari and Aperol and the white & brown spirits portfolio, led by the Jamaican rum brands Appleton Estate Rum and Wray & Nephew Overproof, as well as Wild Turkey Bourbon.
The company spans an unrivalled premium spirits and specialty offer in its quality, innovation and style and is also the exclusive UK distributor for Bulldog Gin.