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Campari: There is no Negroni Without Campari
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The Negroni Week 2022 was a week in which Campari's partner bars create authorial reinterpretations of the classic Negroni recipe. The most consumed drink in the world in 2021. Negroni Week involved several actions, and the main focus was to tell the story of the drink. The insights that emerge from it, as well as discovering new possibilities to enhance the passion around the drink. The global campaign that celebrates the entire tradition and authenticity of the Negroni drink - which does not exist without Campari - took place in Brazil; in more than 90 bars in São Paulo, Rio de Janeiro, Paraná, Santa Catarina, and in e-commerce.The intention was to encourage the bartending community and the public interested in cocktails, The Negroni Week 2022 will offer masterclasses and mixology workshops with acclaimed professionals to the public selected during Negroni Week at Locale Caffè. The edition also has actions among the brand's influencers and will have complementary digital activations with bars and influencers such as Pedro Scooby, Fernanda Paes Leme and Henrique Fogaça, reinforcing the message concept "There is no Negroni without Campari." Ogilvy Brazil also created and developed the art project in partnership with Black Madre studio and Campari. Each illustration was inspired by a classic moment in the brand's history. From Campari's introduction to the world of cinema, represented by the short film from Federico Fellini, the brand's connection with art started with artists like Leonetto Cappiello and even bringing ‘Easter eggs’ from these scenes in all the arts.
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