Peroni 'Live Every Moment, All Year Round'
Winner
Kantar Creative Effectiveness Awards.
Top 1% from thousands of global ads tested by Kantar. Placed 2nd in the UK, and 4th Globally
Challenge
Peroni is a brand heavily associated with sun, sea, and La Dolce Vita. But with the brand's mantra 'Live Every Moment', we needed to open up a new category entry point with the brand's first ever global winter campaign, reminding consumers that Peroni tastes just as good in December as it does in July.
Approach
The campaign was based on the relatable truth that in the winter, we're twice as likely to cancel plans - often feeling like we just want to hibernate until the cold weather's over. But when we take the plunge and embrace the moment, that's when we live it fully.
The campaign featured authentic Italian-inspired creative uniquely ownable to Peroni, bringing to life the sheer joy of embracing the moment in winter.
Global Campaign
Launching in UK cinemas, with a wider global rollout set to launch in 2024/5 including city-based experiential activations. The film was being supported by a London bus takeover in December, with LED-infused wraps and a series of out-of-home executions featuring the
brand’s first winter creative
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