OPEN SICILY

TitleOPEN SICILY
BrandCAMPARI GROUP
Product/ServiceAMARO AVERNA
Category A01. Direction
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 TVC opens with a dramatic sweep across the sea to highlight the journey that brings people to discover the island. The first protagonist is a young woman, wearing a traditional black folk cloak, who, with a hint of a smile, unexpectedly removes it to reveal a colorful and contemporary outfit layered underneath, representing the modernity of Sicily. The film travels through locations, people and moments, each with a clear blend of modernity and tradition that is built from the multi-cultural richness formed over the years by the island’s hospitality and openness to the passage of different people. Each location shows how Sicily is alive with a dynamic vibrancy that can be discovered beyond the surface, bought to life with moments of conviviality. Interspersed throughout the film are flashes of the Sicilian ingredients that are at the heart of Averna’s distinctive aroma and taste, including Sicilian orange, lemon and pomegranate.

Cultural / Context information for the jury

Amaro is a tipically italian category of - literally - bitter liqueurs. A very traditional segment, which is going through a quick evolution in this moment, with many of the brand starting to addresse new and younger audiences in a continuous struggle between innovation and their core traditional values. In such a context Averna's challenge was to leverage its Sicilian provenance and soul, giving it a new and contemporary meaning, able to create excitement on lapsed or non-users but at the same time strengthen the bond with users.

Tell the jury anything relevant about the direction. Do not name the director.

The Film is co-created by 2 film directors both renowned for their unstoppable innovation and deep-rooted passion for contemporary exploration in film. The collaboration was the perfect fit to bring the open attitude of Averna to life. Cross-fertilization was created through the pairing of a Sicilian talent, bringing the authenticity of his homeland, with a Parisian one bringing a young and modern infusion of internationalization, to bond Averna’s support for the richness that comes with being truly open.