Campari has partnered with artists from across the globe to launch a new digital campaign, Red Passion. The content invites the audience to discover their own passion, and encourages them to give it shape in the path to creation.
The Campari Red Passion campaign is the latest in a long-standing series of creative collaborations that has seen the iconic Italian brand partner with ground-breaking artists, spanning creative expression across a variety of fields, from dance and music to bartending and filmmaking. Showcasing how each individual has followed their passion and gone beyond the ordinary, Matt Lambert developed this series of evocative video clips where the protagonists shift into and embrace their passion in a way that is depicted to inspire others.
“I was thrilled to be part of this new chapter with Campari and to collaborate with artists and personalities that reflect a creative power and passion so in tune with today, ” said Lambert.
Featured in the mini-series is bartender Monica Berg, who is renowned for her extraordinary bartending techniques and was awarded most influential person in her industry in 2020. To describe Red Passion she declared, “It’s a feeling, it’s a vibe, it’s not necessarily something you can force, but when you see it, you know it and you simply can’t ignore it!”
Alongside, artist and saxophonist Bendik Giske delivers an eye-catching performance throughout.
Avant-garde director Margot Bowman, who, as well as featuring in the short clips, also took part in behind the scenes activity, describes her creative process as follows: “My creative process is pleasurable. I think pleasure is a really important part of it. I am very curious, so everything really starts with curiosity and just a sort of fascination with the world and the people around us.”
MJ Harper, a performance artist and choreographer, says about Red Passion and creativity; “What’s interesting about it is, that depending on how it’s pushed or not pushed, you will find people who are actually active in their creativity and people who are very much passive.
“With a rich legacy and history in fuelling passion and creativity, Campari constantly inspires and challenges people, encouraging them to keep their Red Passions alive in the path to creation,” commented Francesco Cruciani, Managing Director Italian Icons at Campari Group. “This was true in the time of Gaspare and Davide Campari and still is to this day, where we constantly aim to go beyond the expected. Working with Director Matt Lambert to deliver his unique style and artists such as Monica, Bendik, MJ and Margot was truly eye opening as we saw Red Passion in action, front row. We want to invite everyone to follow their lead!”
The campaign was devised by creative agency Wunderman Thompson,.