For the first time, Campari wanted to celebrate their most premium offerings together in a single campaign. Building on Campari's rich tradition of advertising using avant-garde artists, we teamed up with, Paste In Place, a rising star in the fashion and art world. For each composition, I wrote the prose and worked with a senior designer to art direct the items included each collage. We worked with the artist to provide a more in-depth look at how the Master Distiller infuses the essence of their country’s culture into what they bottle.
The first single, features Appleton Estate Rare Blend 12 Yr old rum. The composition features Joy Spence, the World's first female Master Distiller, overseeing a series of elements to help to tell the story of this rum. Twelve birds fly over a stream that flows from Jamaica's iconic Blue mountains into the Nassau Valley's lush natural terrior. As the water transforms into the rich oak color of the rum, certain elements help describe the flavor profile and tasting notes.
The second single features Glen Grant 18yr Single Malt Scotch. Dennis Malcolm is prominently featured who followed his passion from apprentice cooper to the Master Distiller he is today. Dennis oversees Glen Grants water source, the Spey river, flowing through the beautiful Victorian gardens that surround the distillery. Behind Dennis are the patented stills that help turn the blue of the water into the iconic golden hue, which is how this exceptional single malt is known.
The third single features Russell's Reserve Single Barrel Bourbon. Jimmy and Eddie Russell, two generations in the Kentucky Bourbon Hall of Fame stand side by side, over the Kentucky River. The water source for all of Wild Turkey flows toward the foreground transitioning into the copper color of the bourbon. Overhead, there is an idyllic blue sky over fertile land subtly covered with the Kentucky state flower, the Goldenrod. The distillery sits on the peak of a hill, overlooking two bridges in the background. Ingredients of corn and barley surround a single barrel which is subtly branded with the Wild Turkey logo.
The fourth single features Grand Marnier Cuvee du Centaire. Created to celebrate 100 years of the House of Marnier began combining two very different ingredients to form their remarkable spirit. These two ingredients, fine French XO cognac which is made from grapes from the Champagne region of France, and exotic bitter oranges with green peels from Haiti. We celebrate this process by having two streams of liquid splashing upward from either side of the bottle. The Master Blender Patrick Raguenaud monitors this process as he stands in front of a barrel left for him like a gift from the Master Distillers before him. The Château de Bourg-Charente sits in the background with open doors.
The fifth single features the brand that started it all, Campari. Davide Campari is prominently featured because he was the person who had the foresight to build what we now know as the Gruppo Campari. For such an iconic brand, we needed to showcase the place where it went from an Italian secret to a global icon. We positioned the product as a bridge from the future to the past. On the left side of the bottle, we feature a modern scene: a man in a black suit and a woman in a red dress being drawn towards a vintage scene of the Galleria. To the right of the bottle, we feature the Galleria in its heyday, buzzing with clientele.
Finally all of the singles side by side.
This campaign was featured in Cigar Aficionado and Wine Enthusiast.
ECD: Florent Imbert
Head of Art & Design: Aaron Padin
Senior Copywriter: Christopher Phillips
Art Director: Emely Perez
Ilustrators: Rodrigo Pinheiro & Rebecca Honda from Paste in Place Studio