Peroni looks to Italian director for stylish campaign

Italian premium lager Peroni Nastro Azzurro is partnering with Italian film director Gabriele Muccino to create a short film to be used to promote the brand.

A still from the Senza Tempo film
A still from the Senza Tempo film

The film, Senza Tempo, will celebrate Italian style which will form the basis of Peroni Nastro Azzurro’s through-the-line activity which goes live in August and includes activation in the on and off-trade as well as via cinema, outdoor and digital.

Muccino is the director of L’Ultimo Bacio, The Pursuit of Happyness and Seven Pounds. The campaign activation will be overseen by The Bank.

Still images from the film will be used for outdoor and press ads but the film itself does not feature the beer. Instead it contains subtle reference, such as the blue ribbon seen on the Peroni label.

Karen Raglione-Hall, marketing manager for the brand, says: “We’re extremely excited to be working with a craftsman like Muccino. The Italian film industry is known for its distinctive and crafted approach to film-making which is synonymous with the brewing of Peroni Nastro Azzurro.”

Peroni looks to Italian style to promote the brand and recent campaigns have focused on the look of the 60s film La Dolce Vita.

Peroni is owned by SAB Miller, which posted good results for its premium beers last month

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