The ethos behind the campaign, “every cocktail tells a story”, is echoed in each short film. 14 bartenders are featured in the series, inviting viewers to witness the magic and artistry behind each Campari serve, as brought to life by emerging Italian director, Ivan Olita. Australia’s own Thalita Alves of Bulletin Place, Sydney, tells the love story behind her cocktail, Anita, as part of the series.
Sorrentino’s hero film 'Killer in Red' sees Owen play an ordinary man who imagines himself as a notorious 1980s bartender named Floyd, renowned for reading his customers and then crafting meaningful cocktails that are fitting for each. French/Swiss actress Caroline Tillette is introduced to the audience as the 'Lady in Red', who, as the story progresses, Floyd suspects is far more complex than he’d first thought.
As in true Sorrentino style, the audience is left with a sense of intrigue and wonder as the film ends, left to draw their own conclusions.
Owen said his participation in the project was an effortless choice.
“Campari Red Diaries was a very easy project to say yes to - I loved the fact it was a short movie with a proper story as opposed to a commercial, while the fact it was being directed by Paolo Sorrentino was also a great attraction. I think Sorrentino is one of the best directors out there – an imaginative visionary.”
Sorrentino, ever-searching for unusual projects, was also honoured to be involved.
“I am proud to have been involved in this Campari project for two reasons - mainly because of all the other incredible artists that had the privilege to work with the brand in the past - my name is now mentioned in the same breath as Depero, Fellini and others, even if it probably shouldn’t. I am also proud because this project, at least in Campari’s intentions, is unusual - I like being involved in pioneering projects.”
Bob Kunze-Concewitz, Chief Executive Officer of Gruppo Campari added, “I am excited to launch this year’s truly unique campaign in Rome, allowing us to once again surprise and delight Campari fans all over the world by taking the brand into unchartered territory. Using film as a vehicle for the campaign has allowed us to depict the multifaceted artistry of cocktail making as well as continuously challenging ourselves to drive our iconic status as a world-renowned contemporary global brand.
“This year’s campaign takes on a new medium without severing ties with our past Campari Calendars which is exactly our approach to the brand - to innovate without ever forgetting our heritage. I am extremely proud of the result, which I must attribute to the array of professionals we have been lucky to work with from Paolo Sorrentino, Clive Owen, Ale Burset and Ivan Olita, all of whom have left their own special mark not only on the campaign but the history of Campari.”
To watch the full series, follow this link.
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