Campari Design & Branding CAMPARI MILANO by Mrm Milan

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Industry Liquor
Media Design & Branding
Market Italy
Agency Mrm Milan
Executive Creative Director Pietro Maestri, Alex Brunori
Art Director Stefano Cairati
Copywriter Emilia De Bartolomeis
Released December 2009

Credits & Description

Category: Calendars
Product/Service: CAMPARI
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: MRM WORLDWIDE, Milan, ITALY
Executive Creative Director: Alex Brunori (MRM Worldwide)
Art Director: Stefano Cairati (MRM Worldwide)
Copywriter: Emilia De Bartolomeis (MRM Worldwide)
Account Executive: Elsa D'Elia (MRM Worldwide)
Chief Operating Officer: Gianluca Ruggiero (MRM Worldwide)
Media placement: Calendar - 1000 Distributed Client - 8 October 2009
Describe the challenges and key objectives
The biggest challenge has been a dramatic raise of the expectations, paralleled by an equally dramatic production budget cut. The key objective was to create the best Campari Calendar ever.
Describe the brief from the client
To create the best Campari Calendar ever, going back to the brand identity roots (being Italian, urban, cosmopolitan, sensual and sophisticated) while keeping on with the traditional choice of a female testimonial.
Describe how you arrived at the final design
We created a female character, performed by Olga Kurilenko, that embodies the everchanging spirit of Milan itself, the city where Campari was born 150 years ago. Down to earth or dreamy; sexually challenging or sensually driven; modern and hip or very caring about traditions; aggressive or laid back and relaxed. And we called the calendar Campari Milano, designing a logo that embodies the old city symbol.
Give some indication of how successful the outcome was in the market
The calendar has been very well received with a consistent worldwide collection of press articles and online reviews. It has been defined by some online specialised blogs a form of art and a leap forward from the previous calendars.