OPEN SICILY

TitleOPEN SICILY
BrandCAMPARI GROUP
Product/ServiceAMARO 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
Name Company Position
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.