Building on this ethos, the 2018 Campari Red Diaries campaign leads consumers in the pursuit of the perfect cocktail through the celebration of legendary bartenders around the world, starting in Milano, the birthplace of Campari.
Entitled ‘The Legend of Red Hand’, this year’s film features globally renowned actress Zoe Saldana, Italian actor Adriano Giannini and is directed by the Italian director Stefano Sollima. Travelling from Milano to New York, Buenos Aires, Rio De Janeiro, Berlin and London the film also features cameos from six of the world’s best bartenders.
The original subject is once again the work of J. Walter Thompson Milano, the agency that last year accompanied Campari in the transition from their longstanding calendar to the storytelling platform of ‘Every cocktail tells a story’.
“We strongly believed in the choice of Stefano Sollima”, comments Sergio Rodriguez, leader of the Campari Red Diaries project, in the press release. “Because he’s a master of the noir genre and because his previous work showed him to be one of the most visually potent directors in the world. Working on it together we also discovered he’s a maniacal perfectionist down to the last detail, from the commas in the dialogues to the positioning of the glasses on the set”.
The plot: starting in a mysterious bar in the heart of Milan, a fascinating American photographer (played by an extraordinary Zoe Saldana) is dazzled by the pursuit of the perfect cocktail, consummately assembled by a mysterious bartender. This pursuit and its esoteric author grows into an intriguing journey – complicated by obscure interests and the appearance of some rather dubious characters – that will take our photographer to New York.
Produced by Think Cattleya, with cinematography by Dion Beebe (Collateral, Memoirs of a Geisha) and sound-track by Cliff Martinez (already awarded for Drive), the film features Adriano Giannini and six of the world’s best bartenders: Italian Mattia Pastori, American Leo Robitschek, Brazilian Marcio Silva, German Marie Rausch, Argentine Pipi Yalour and British Rich Woods.
The Campari Red Diaries short movie will be available to view digitally worldwide, hosted on Campari’s global official YouTube page and social media pages.
J. Walter Thompson also produced the 2018 Campari Book, a limited edition for influencers and stakeholders. The book celebrates bartenders’ talent around the world and documents additional details on Mia Parc’s pursuit of the perfect cocktail as well as the making of The Legend of Red Hand. The texts are accompanied by shots from FM, by Milan photographer Matteo Simone Bottin.
This year too We Are Social provided amplification of the Red Diaries project on digital channels. The creative agency assisted the brand in all the phases of the launch of the new short movie. A whole eco-system of editorial content on Campari’s YouTube channel and on all the official social properties spoke about the talent of ‘Red Hand, or rather about whoever is capable of creating the world’s best cocktails. The activation’s aim was to amplify the film’s visibility, strengthen the brand’s values in the eyes of its international audience and repeat the success of the 2017 edition, which reached over 32 million people.
H+K Strategies is the agency that co-ordinated and managed pr and digital pr activities at a global level.
Advertising Agency: J. Walter Thompson, Milan, Italy
Ceo and Cco: Sergio Rodriguez
Senior Art Director: Simone Adami
Senior Copywriter: Emilia Sernagiotto
Account Director: Barbara Maggioni
Senior Account: Federica Carpanzano
Account Juniors: Marco D’Aloiso, Beatrice Battistara
Planning Director: Andrea Betti
Executive Producer: Francesca Regali
Social Agency: We Are Social Milano
Senior Account Director: Sandro Amabili
Account Manager: Simone Viola
Account Executive: Ilenia Vottari
Creative Supervisor: Stefano Cucinotta
Art Director: Chiara Giannuzzi
Senior Editor: Simona Melani
Production Company: Think Cattleya
Ceo: Monica Riccioni
Executive Producer: Danielle Joujou
Producer: Gabriella Formica
Assistant Producer: Maddalena Crespi
Assistant Producer: Francesca Sollecito
2° Unit Producer: Arianna Messina
Photos Studio: FM Photographers
Photographer: Matteo Simone Bottin
Producer: Mauro Balducci
Post production: Andrea Magna
Post production: Simona Lamacchia
Pr Agency: H+K Strategies