As part of Threepipe’s ongoing work with Campari, the iconic red Italian aperitif, we were proud to be a part in the brand’s biggest project to date, Campari Red Diaries 2017.
As a holistic (r)evolution to the late and infamous Campari Calendar, this year saw Campari embrace the power of film for the first time ever with the launch of Campari Red Diaries 2017.
Igniting the project was the founding story, a noir entitled Killer in Red, written and directed by the Italian internationally-renowned award winner, Paolo Sorrentino and starring globally-acclaimed actor, Clive Owen. A pivotal piece in the project, the brilliantly executed short film debuted the tale of the never-before seen eponymous cocktail after which the enchanting seven-minute short film takes its name. See it for yourself here.
So what part did we play in this oh so glamorous production? As Campari’s global PR agency, a lot of hard work went in to ensure a successful launch of the campaign. Working closely with Campari’s internal marketing team, as well as the creative, social and event agencies, we focused on creating a coherent strategic plan for 30+ markets to activate.
As the main point of contact for all markets, we provided on-hand assistance to PR representatives and agencies. In addition, the Threepipe team created all media assets for the three key communication moments: the global announcement, the official global unveil and post-launch amplification.
Talent management was also a big part of our role, from the initial planning phase where we assisted in outlining the level of activity required from each celebrity, right through to briefing them and finally managing all pre, post and on the day media interviews.
Then, the hard work really began as all attention moved towards the launch event in Rome; working tirelessly to produce a rigorous launch day schedule, liaising with markets to gather information on all media opportunities and liaising with agents to get these approved in advance. On the day, we managed and supervised all broadcast, one to one media interviews and roundtables, ensuring media made the most out of their limited time with the talent, and most importantly that key messages were delivered.
In addition, we organised and oversaw the press conference, planning the Q&A and ensuring all speakers were briefed on the key discussion points. Media in attendance received an impressive press kit created by our specialist in-house design team.
As media from around the world transcended on the streets of Rome, we offered on the ground support. This involved recces to the various event venues ahead of the big unveil, briefing photographers, managing the red carpet and disseminating images to media.
As the last camera flashed and Killer in Red rolled on the big screen, we were finally able to breathe a sigh of relief and headed to the bar to grab none other than….a Killer in Red! The hard work had paid off.
Over the past two weeks coverage from around the world has been rolling in with highlights including The Sunday Times, Metro, SkyTG24, AdWeek and Grazia Germany– to name just a few! No doubt there will be lots more to come and we’ll be watching eagerly as all the hard work comes to fruition. In the words of Paolo Sorrentino…that’s a wrap!