House of Peroni 2020/21
Our brief was to evolve the House of Peroni concept into an integrated experiential campaign that could bring to life the existing global brand campaign - Vita Con Stile (Life with Style), 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 the concept quickly moved onto a series of plug and play activations that markets could pick and choose from, depending on local pandemic restrictions. Our creative concept saw us approach and manage partnerships with influential designers across fashion, food, architecture to create ways of bringing the brand to the streets. We also produced hero content to accompany each individual activation.
Concepts are currently being adapted into a global toolkit with activations planned throughout 2020/21.
Strategy Rachel Wood Art Direction Iska Lupton Design Davide Di Teodoro Photo Patricia Niven Food & Drink Styling Loic Parisot Set Design Elena Horn