| Title | CAMPARI RED PASSION |
| Brand | CAMPARI |
| Product/Service | CAMPARI |
| Category |
A06. Overall Aesthetic Design |
|
Entrant
|
FAMOUSGREY Brussels, BELGIUM
|
|
Idea Creation
|
FAMOUSGREY Brussels, BELGIUM
|
|
PR
|
FAMOUS RELATIONS Brussels, BELGIUM
|
|
Production
|
FAMOUSGREY Dilbeek, BELGIUM
|
|
Post Production
|
FAMOUSGREY Brussels, BELGIUM
|
|
Additional Company
|
CAMPARI BENELUX Brussels, BELGIUM
|
Credits
| Tihana Rapic |
Campari Group |
Marketing Director |
| Damien Laloux |
Campari Group |
Senior Brand Manager |
| Els Wuyts |
Triënnale Brugge |
Curator |
| Joëlle Dubois |
Triënnale Brugge |
Curator |
| Joanna De Vos |
Triënnale Brugge |
Curator |
| Peter Ampe |
FamousGrey |
Creative Director |
| An-Sofie Keulen |
FamousGrey |
Creative |
| Steve Maes |
FamousGrey |
Creative |
| Catherine De Block |
FamousGrey |
Client Service Director |
| Caroline Ropsy |
FamousGrey |
Account Manager |
| Aurélie Forissier |
FamousGrey |
Account Executive |
| Kathy Van Looy |
Famous Relations (as a part of FamousGrey) |
Head Of PR |
| Deborah De Klerck |
Famous Relations (as a part of FamousGrey) |
PR Director |
| Alexandra Goffart |
FamousRelations (as a part of FamousGrey) |
PR Manager |
| Eva Van Riet |
FamousRelations (as a part of FamousGrey) |
PR Manager |
| Florian Hoffreumon |
FamousGrey |
Digital Project Manager |
| Wies Dickens |
FamousGrey |
Digital Strategic Planner |
| Sacha Lempereur |
FamousGrey |
3D & Creative Designer |
| Maarten Breda |
FamousGrey |
UX Director |
| Sarah De Prez |
FamousGrey |
Social Manager & Copy NL |
| Melina Mpotos |
FamousGrey |
Copy FR |
| Arno Van Biesen |
FamousGrey |
Web Developer |
| Joeri Evers |
FamousGrey |
Web Developer |
| Jonas Sprengers |
FamousGrey |
Online Marketeer |
| Sander Cuypers |
FamousGrey |
Online Marketeer |
| Gaelle Haesaert |
Famous Productions (part of FamousGrey) |
Producer |
| Anthony Versluys |
for Famous productions (part of FamousGrey) |
Director |
| Sven Van Hee |
Famous Productions (part of FamousGrey) |
Editor |
| Eli Sundermann |
Famous Productions (part of FamousGrey) |
Sound Engineer |
Describe the creative idea
The Red Passion Gallery is an online art gallery, 100% digital and fully immersive, and open 24/7. A gallery that couldn’t be affected by COVID-19 measures, collecting artworks from 9 Belgian artists. The goal of this gallery was to energize the reunion between the public and the Belgian artists in a period where the arts sector was turning in slow motion. The artworks were brought to life via innovative 3D modeling and design. This gallery aims to make art more inclusive and to support artists by offering visibility to the artists and permanent access to arts.
Describe the execution
During COVID-19, Brussels Museums revealed a 58% drop in visits in 2020 as well as a €20 million loss compared to 2019. Campari has always celebrated artistic creation and has been collaborating with great artists for almost a century. Art and passion have been the essence of the brand since its creation and Campari wanted to do something inspiring and relevant to help the arts sector. Therefore, we launched a campaign that took place mainly on social networks, where we could find a large part of our main audience: The Red Passion gallery.
As the interactive 3D gallery was the hero of the campaign, the main objective was to increase traffic to it, For each room of the gallery we followed the same logic: First, we presented the curator and his legitimacy in the art world to redirect the user to the gallery for the first time, then we presented the artists to send the user to the gallery again, but this time we made sure that the user paid more attention to the artworks - and finally we focused on a specific artist. This artist was presented in a dynamic video format, using the gallery's codes, and based on an interview format, which allowed the user to return to the gallery to discover the artist pages.
In the gallery we also had a ‘product-focus section’, to reinforce the awareness of Campari. People who visited the gallery were redirected to social posts that linked to the "our cocktails" section, highlighting the Negroni and Campari Tonics.