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 Cinecitta 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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