Campaign of the month

By taking the Italian beer’s reworking of Fellini’s seminal film La Dolca Vita onto the internet, digital agency Mook has produced one of the best looking websites from a UK agency this year.

The site – peroniitaly.com – shows more imagination than the offline elements of the campaign, which include television, cinema and outdoor ads. Depending on your point of view, these either pay homage to, or rip off, some of the film’s classic scenes, but in either case they’re not doing anything new.

The site’s design and navigation are its strengths – you spin around a 3D platform, with one half filled by a series of 3D camera shots, and the other with links to more in-depth content.

Peroni is trying to place itself as a premium beer so most of the content points visitors towards suitably chic restaurants, shops and the like. Podcasts include interviews with celebrities from the worlds of design, football and food.

A site based on the film that gave us the term “paparazzi” deserves more photos and video, but as the film itself was a case study in style over substance, maybe that’s fitting.

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