To celebrate 100 years of Aperol, a true icon of the Italian aperitif, we created and coordinated the activations that took place between Padua and Venice within a communication platform designed and built together with H + K Strategies and We Are Social.
A project that, on the last weekend of June 2019, brought guests from all over the world to make Aperol live not only as the aperitif par excellence, but as a world made of values and experiences, a cultural and social phenomenon that involves people different from each other in a sort of collective ritual where the joy of living and being together is celebrated.
Among the experiential activations, the brand experience conceived and organized to bring more than 100 media and influencers from 28 countries to discover an original and original Veneto to discover the origins of Aperol.
The operation Grazie Veneto, which fits into this perspective, is a tribute to the territory of origin of Aperol and has involved international artists Finnano Fenno (Italy), Dominic Keserton (UK) and Molly Egan (USA) making them work on Bubble sofas by Kartell that were presented in Padua with a reveal event.
From this collaboration an additional sofa was born, a symbol of moments of happiness and sharing, which was presented during Aperol’s birthday celebration evening.
The evening of celebration of this important birthday took place in the splendid setting of I Granai del Cipriani in Giudecca where MCM brought the personality of Aperol to life through the initiatives that took place during the evening, such as the talk show of “ Orange Chronicles ”, the graphic novel created with Sergio Gerasi and Tito Faraci, and the live show of the reveal: a mash up of iconic musical styles and languages able to talk to each other wherever they are.
In Padua, moreover, there was the first stop on the Happy Togther Tour, a real “district” that will turn Italy to multiply the joy of being together thanks to Aperol.