Campari invites consumers to #RediscoverRed

Spirit brand Campari has partnered with communications agency The Field to celebrate its 150-year heritage with a new campaign.

Campari celebrates its heritage with a retrospective exhibition and signature cocktails
Campari celebrates its heritage with a retrospective exhibition and signature cocktails

The campaign, named the Campari Red Night District, encourages consumers to explore the brand's history through art and cocktails.

From Saturday (16 May) through to 10 June, two East London venues – the Hoxton Gallery and Dreambags JaguarShoes – will be transformed into spaces that highlight the Campari brand. 

The Hoxton Gallery will showcase an exhibition, curated by East London collective Moniker Projects, that documents the brand’s most famous artworks since the early 1900s.

It will showcase the work of artists including including Hohenstein, Ugo Mochi and Leonetto Cappiello, among others. 

Signature Campari and tonic cocktails will be available for guests to sample as they explore the exhibition, followed by a flight of Negronis, which have been selected from Campari’s global collection.

Dreambags JaguarShoes has been reworked and features a new bespoke, art deco design that takes its inspiration from the era of artwork that Campari is most well known for.

The venue will serve a menu of classic Campari cocktails, including the Americano and Negroni Sbagliato.

The Field led all aspects of the campaign, including planning, creative and execution.

Chris Dawson, managing director at The Field said: "Campari is enjoying a massive resurgence especially around the iconic cocktail ’the Negroni’. This campaign celebrates the rich and creative heritage of the brand by rediscovering the iconic artwork from the last 100 years of Campari advertising.

"The gallery creative sees the streets invade the space, so we’re building a street scene into which we wheat past the artwork and projecting animations. Outdoor advertising, Bespoke commissioned Street art by local artists and other partnerships to be announced all converge to create the Campari Red Night District."

Over the course of the the pop-up period the Hoxton Gallery will be open from 11.30am-10pm from Wednesday to Sunday, meanwhile Dreambags JaguarShoes will be open every day from 12-1am. 

More: Havana Club launches mojito pop-ups

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