Making Orange the New Everything
Services
Creative Direction
Social Campaigns
Photoshoots
Website
Chatbot
Client
Campari Group
Picture Australia, 2017. Aperol Spritz? Most hadn’t heard of it. A mere 19% knew the name. Sure, the drink was lighting up millennial Instagram feeds, but there was a bigger world to conquer. With just 19% brand awareness in Australia, we needed to win over everyone else – without losing our exclusive cool factor.
The secret wasn’t in rehashing the previous summer brunch scenarios. It was in capturing all kinds of moments. Celebrating those perfect pauses when time slows down and glasses clink.
The idea came from the Italian way of life itself. “La vita è bella” isn’t just about perfect moments – it’s about finding beauty in daily life. Italians don’t wait for special occasions. They create them.
We crafted content that captured this spirit: intimate dinners bathed in warm light, fun outdoor gatherings, sunset aperitivos. Each piece showed how Aperol Spritz transforms ordinary occasions into beautiful moments.
We were the first to create branded Giphy stickers, generating 16 million views in the first week
A virtual bartender helped Aussies learn how to make the perfect Aperol Spritz, and a website helped find the best places to drink one.
By 2019, 63% of Australians understood what Italians always knew: life’s beautiful moments happen year-round, and they’re always better shared, with a splash of orange.
Source: TNS brand tracking March 19 vs March 18
