House of Peroni 2020/21

Evolve the House of Peroni concept into an integrated experiential campaign that could bring to life the existing global brand campaign with a reimagining of Italian rituals in a modern, aspirational way.

The original planned events, held in a fixed location, wouldn’t work for 2020... Instead we repositioned the concept to move onto a series of plug and play activations for markets to pick and choose from, depending on local pandemic restrictions. The creative saw us manage partnerships with influential designers across fashion, food, architecture to create ways of bringing the brand to the streets. &Ugo also produced content to hero each individual activation.

Strategy, Creative & Production &Ugo    Photo Patricia Niven    Food & Drink Loic Parisot    Set Design Elena Horn

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