Title | OPEN SICILY |
Brand | CAMPARI GROUP |
Product/Service | AMARO AVERNA |
Category |
F05. Cultural Insight |
Entrant
|
MERCURIO CINEMATOGRAFICA Milan, ITALY
|
Idea Creation
|
WUNDERMAN THOMPSON Milan, ITALY
|
Production
|
MERCURIO CINEMATOGRAFICA Milan, ITALY
|
Post Production
|
MERCURIO CINEMATOGRAFICA Milan, ITALY
|
Post Production 2
|
HOGARTH WORLDWIDE ITALY Milan, ITALY
|
Post Production 3
|
SIZZER AMSTERDAM, THE NETHERLANDS
|
Credits
Sergio Rodriguez |
WPP |
Global Creative Director Campari |
Lorenzo Crespi |
Wunderman Thompson Italy |
Chief Creative Officer |
Francesco Epifani |
Wunderman Thompson Italy |
Creative Director |
Cristina D'Anna |
Wunderman Thompson Italy |
Copywriter |
Fabio Pistoia |
Wunderman Thompson Italy |
Art Director |
Maurizio Cappelletti |
Wunderman Thompson Italy |
Copywriter |
Mattia Bogani |
Wunderman Thompson Italy |
Art Director |
Write a short summary of what happens in the film
The whole Film is a celebration of openness, Amaro Averna and its provenance.
With this campaign, Averna reaffirms its roots with the authentic Sicily, to restore a more truthful and improved imaginary to the community.
The openness and the integration that can be found in this land are expressions of its humanity. They appear clearly in the lined features of Open Sicily: the result of a street casting made within the region. Arab eyes and Norman colours, greek profiles and Saracen accents: every physiognomy shows a melting pot of ethnicities within a single visage.
Camera angles and movements lead us from one setting to another, underlining the unity amidst different situations. The open attitude of Averna is further emphasised through the use of the different lenses, styles and special effects, interspersed throughout the film.
Please tell us about the cultural insight that inspired the work
With this campaign, Averna reaffirms its roots with the authentic Sicily, to restore a more truthful and improved imaginary to the community.
Sicily, as a land, is too often associated with negative tropes. Sicilians have the fame of being closed off and staunched traditionalists. In truth, Sicily is very different. It's open, full of life and rich in art. Art that comes from the melting pot of cultures that have inhabited it.
The entire Averna’s campaign is an ode to openness, receptiveness and conviviality. And Averna is exactly the Brand that, more than an any other, can convey its story. Its ingredients originate from all across the Mediterranean basin. This is thanks to the fact that Sicily has been for many the doorway upon Europe.