The challenge was to create that voice by means of a look in keeping with the brand’s traditional origins as well as the cutting-edge settings where it is consumed. The brand’s unmistakable posters from the 30s showed the way. In order to replicate the atmosphere of those posters created, we investigated the typeset used. The goal: to grasp that look and adapt it to these times.

So, in pursuit of a look that would honor the origins of Campari while embracing its present, two contemporary artists and typesetters were invited to make a new version on the basis of that rich history of posters. In these new Campari pieces, Futurist artists Depero, Marinetti, Boccioni who worked on Campari’s design in the thirties, are brought to us through the filter of current techniques and interest.

The campaign resoundingly reaffirmed Campari’s place in the aperitif market. Everyone was waiting for Campari to say something, and it did not let us down. The habit of consuming Campari expanded to include those who had seen it as exclusive. It gained popularity without losing its cutting-edge aura, and it is now the leading point of reference in its category. And so, on the basis of its own color and typeset, Campari has developed its look and identity without losing key elements of its history. Cheers, Campari.