Challenge: To evolve Peroni's position beyond that of a simple beer brand, by incorporating a greater sense of Italian culture, craftsmanship and style.
Insight: Every culture has a unique taste of life.
Idea: The House of Peroni: Finding a unique taste of Italian culture and bringing it to life.
Execution: The House of Peroni is a multimedia, experiential project. Bringing together the new wave of contemporary Italian creativity, including art, design, fashion, photography, film, food and drink, we created a space where people can experience a real snapshot of Italian culture. Utilising the talents of established and emerging Italian artists, the residency was also supported by ongoing digital editorial content, including film, guides and articles.
Agency: M&C Saatchi.