Campari / ARTvertising
(2020)
After a first campaign positioning Campari as an ally to art and creativity in Belgium, it was time to further build Campari’s brand universe. Though being a respected brand among our target audience, only few people felt like Campari was a brand that felt close or personally relevant to them. Instead of asking consumers to be creative themselves, like we did in the first campaign, we knew we needed to support art and creativity in a more fundamental way.
Since the Covid-19 outbreak, government funding has been cut back dramatically, leaving Belgium in a situation of creative drought. Campari decided to act.
Why make advertising when you can make culture.
Looking back at Campari’s heritage, the brand has always favoured art over advertising. From posters to packaging, art has always been a way for Campari to express what the brand stands for.
If we want to safeguard our artistic heritage, we need to invest in our artistic future.
BRIEF
Campari realised it needed to create even more of a brand universe for its target to truly catch on to what the brand was all about, to make the brand more relevant to them.
Furthermore, as an ongoing challenge, Campari needed a way to make the brand more locally relevant.
CHALLENGE
Because of covid-19, the cultural sector in Belgium was suffering immensely. Being an ally to art and creativity in Belgium, we felt like Campari had to do something substantial.
STRATEGY
If there were no support for the Belgian art scene, a whole generation of artistic heritage would be lost.
If Campari wanted to continue to build and safeguard its artistic heritage, it knew it had to invest in the future of (Belgian) art in a very tangible way.
CREATIVE IDEA
Campari didn’t want to invest in mainstream advertising. It went back to its roots and rather invested in true art as a token of their philosophy. Campari ARTvertising was born.
Campari commissioned 5 artworks from talented Belgian artists, just like it had done countless times in the past. The works were displayed on 5 popular locations in an abribus campaign, bringing the artworks directly to the Belgian public for them to see them. Five artworks, all original.
This way, Campari would invest directly into the Belgian art scene. And it didn’t stop there, each of the works would be auctioned with the proceeds going to Brussels Museums, an organisation funding and promoting museums in Brussels.
Apart from the powerful message Campari sent to the Belgian cultural sector, this action showed the target audience that Campari cares about the same things they do. It made the brand feel closer and believable, putting their money where their mouth is. Furthermore, it gave young Belgian art lovers the chance to experience the art tour, safely in open air, throughout the city of Brussels.
