2021 Print & Publishing

BEER FRIENDS

TitleBEER FRIENDS
BrandGRUPPO PERONI
Product/ServicePERONI
Category D03. Single-market Campaign
Entrant SAATCHI & SAATCHI Milan, ITALY
Idea Creation SAATCHI & SAATCHI Milan, ITALY
Credits
Name Company Position
Manuel Musilli Saatchi & Saatchi Executive Creative Director
Leonardo Cotti Saatchi & Saatchi Associate Creative Director
Ignazio Morello Saatchi & Saatchi Associate Creative Director
Tancredi Fileccia Saatchi & Saatchi Associate Creative Director
Manuel Dall'Osso Saatchi & Saatchi Junior Art Director
Camilla Pollice Saatchi & Saatchi Chief Executive Officer
Lucia Lafuenti Saatchi & Saatchi Client Service Director
Carolina Cenci Saatchi & Saatchi Account Director
Alfredo Mosca Saatchi & Saatchi Account Junior
Fabio Rodighiero Saatchi & Saatchi Head of Strategy
Davide Bellocchio .. Photographer
Rossana Coruzzi Prodigious Art Buyer _ Prodigious
Francesca Bandelli BIRRA PERONI Marketing & Innovation Director
Marina Manfredi BIRRA PERONI Marketing Manager Peroni Family
Camilla Cicerchia BIRRA PERONI Peroni Brand Manager

Please tell us how the work was designed / adapted for a single country / region / market.

The new Peroni positioning "Bringing us together" conveys the message that Peroni is a beer so broadly appreciated that it can help us overcome our differences. We ran this ad before the final match of Euro 2020, where Italy and England national teams faced each other. As a widely popular beer both in Italy and UK, we thought that Peroni could unite the opposite fans at the end of the match - whatever the outcome. So we expressed this message by showing a hug between an Italian football fan and an English Football fan that creates the shape of a Peroni bottle.