Campari Welcomes Fans to Enter the Red

Campari has added to its Red Diaries series with a new short film starring actress, Ana De Armas, and television star, Lorenzo Richelmy.

Italian aperitif brand, Campari, has unveiled the latest from its Red Diaries series: a short film entitled Entering Red. Remaining true to its own mantra that every cocktail tells a story, the fresh production pays homage to the Negroni as the world-famous drink enters its hundredth year in existence.

Starring television’s Ana De Armas and Lorenzo Richelmy, the spot was directed by Italian director, Matteo Garrone. Meanwhile, Milano, the origin of the label, plays a crucial role in the commercial, bringing to life some of the city’s most stunning locations like the Galleria Vittorio Emanuele II.

With said landmark being the home of Davide Campari’s staple Camparino bar as well as the Duomo, both monuments were turned ‘Campari red’ for the project. On an equally key note, the narrative reiterates that the aperitif remains at the heart of the Negroni, making it an irreplaceable ingredient.

In Entering Red, viewers are introduced to Ana, played by De Armas, whose curiosity leads to the exploration of the charismatic Italian metropolis. The opening scene features her character in a bar, where she is drawn to a mysterious man played by Richelmy, while dancing to a live band’s music.

The film also features cameo appearances from six bartenders, the Red Hands, and seven influencers representing countries across the world. In further celebration of the Negroni cocktail, the Red Hand bartenders have created a unique twist on the classic recipe, each with its own story to tell.

“We are excited to tell the story of the Negroni and launch a year of celebrations alongside some of the best bartenders from around the world who share our passion. We hope the movie inspires you to enter the red and join our world,” said Bob Kunze-Concewitz, Chief Executive Officer of Campari.

J. Walter Thompson Milano created the concept and original story. The screenplay was written by Massimo Gaudioso, Andrea Tagliaferri, and Nicola di Robilant. Entering Red was produced by Think Cattleya.

The article Campari Welcomes Fans to Enter the Red appeared first on World Branding Forum.

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