Campari Creates, The Campari Filters
Campari
Issue 54 | March 2020
Agency
FamousGrey, Groot- Bijgaarden
Creative Team
Creative Director Peter Ampe Creative Team Jochem Van Schip, Matthias Wentink, Aldjia Bessalah Designers Aldjia Bessalah, Matthias Wentink, Anouk Kimplaire, Anne-Sophie Tonnelier Digital Creative Tom Galle
Production Team
Experience Director Maarten Breda Web Designer Sacha Lempereur Developer Arno Van Biesen Production Director Emily Rammant Producers Marlies Neudt, Charlotte Bodson Digital Project Manager Florian Hoffreumon Print Producers Marja Donkers, Christ Lannoy PR Managers Kathy Van Looy, Justine Parys, Evy Vanderwaeven Production Company Bounce Rocks
Other Credits
Client Service Director Catherine De Block Account Managers Caroline Ropsy, Olivia Naudts Strategy Director Jonathan Detavernier Connection Planner Floris Adriaenssens
Date
November 2019
Background
Art has always been in an integral part of Campari’s history, from its elegant Belle Epoque posters to its revolutionary campaigns of the 1920s and the surreal ads made by Franz Marangolo in the 1960s.
Idea
Campari wanted to bring its artistic heritage into the 21st Century. At a time when people have their smartphones on the tables of every restaurant and bar they visit, the idea was to create a set of four designer coasters which could also be used as photo filters.
The transparent coasters could be used to create stylish images of Campari moments that were fully consistent with the brand persona.
Developed in collaboration with World Press Photo Winner Sanne De Wilde and visual artist Athos Burez, the filters gave people the tools to create their own red and blue tinted works of art. The slightest movement or change in light intensity gave a different, but equally special result.
The coasters themselves were also pieces of art, balancing perfectly colour intensity with transparency.
The Campari Filters were launched in a Brussels art gallery, Vanhaerents Art Collection, in the presence of 30 selected Belgian photographers.
Results
Unknown
Our Thoughts
This is what I call a Confucian idea.
Because Confucius said, “Tell me and I will forget, show me and I may remember, involve me and I will understand.’ The business of advertising today, and the sort of work we want to showcase in Directory, is precisely this, ideas that involve people.
Get them becoming participants in an experience.
The insight here is people can’t stop taking photos of their food and drink so why not help them take more interesting photos? The whole point of the Campari filters was to make them look and feel very different in Instagram, where all the photos tend to look very samey.
I believe you can order filters from www.camparicreates.be