GLOBAL EXPERIENTIAL MARKETING CAMPAIGN / SPIRITS
FOR AN ITALIAN APERITIVO... COULD HEARTBREAK BE ITS BEST INGREDIENT?
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ROLE — CONCEPT, CULTURAL & CATEGORY RESEARCH, TAGLINE & TRANSLATION, SPATIAL IDEATION, PITCH DESIGN & LIVE
Client
Year
Situationship
Freelance Creative Director, WINK Agency, Amsterdam.
Campari wanted top-of-menu status back. The Negroni revival had faded, no- and…
I challenged the brief. Was the issue really a fading Negroni fad?…
That unclaimed tension became the global campaign concept: BITTER IS BETTER. Bitterness…
Six fully developed activation concepts sold to WINK to sell to Campari,…