Peroni Nastro Azzurro
As Senior Account Director from 2008 to 2012, I helped Peroni grow into the UK’s largest selling premium bottled larger. I was heavily involved in comms planning each year, leading the interagency team to deliver cohesive messaging across all channels. I helped deliver four global brand campaigns to the UK market and numerous high profile experiential campaigns throughout the UK. These included Opera di Peroni, Masters of Style at Somerset House, Academia del Film with Gabriele Muccino, the Peroni Collection at Proud Gallery Chelsea, the Blue Ribbon Design Awards with Alessi and a fashion collaboration with Antonio Berardi including a virtual shop window at Harrods. Here are some of the projects that I also wore a copywriting hat for, or otherwise contributed to creatively.
Cinema Peroni Outdoor Special Build
We were briefed to take a key poster site in Shoreditch and turn it into something really special. It had to relate to the year’s comms platform which centred around the extraordinary nature of Italian cinema. We had already made a short film directed by Gabriele Muccino (famous for The Pursuit of Happyness with Will Smith) and this film was the basis of our ATL advertising. My idea was to turn a billboard into a working outdoor cinema which played the short film on a loop and was open to anyone who wanted to stop by. We had branded popcorn, fleece blankets, ushers and flyers directing people to local in bar Peroni events. It was a roaring success with hundreds of Peroni’s core demographic embracing the experience.
Italian Style on the Silver Screen
Otherwise known as The Peroni Collection, this was a series of exhibitions across the UK that showcased extraordinary images from Italian cinema since the 1950s. Every image had a caption under it and a detailed catalogue was produced for the exhibition. There were also introductory paragraphs for the exhibition overall as well as long copy introducing a collaboration with Rankin for the Proud Gallery event. I either wrote, edited or proofread the enormous amount of copy required for this successful event.
Masters of Style at Somerset House
This luxurious exhibition showcased the best fashion photography from the 20th century for elite brands Armani, D&G, Ferragamo, Gucci, Missoni and Prada. I oversaw the extremely complex production of the exhibition which involved multiple architecturally-designed toile screens and printing of the imagery on steel including selections and approvals from each celebrity fashion photographer from Peter Lindbergh to Mario Testino. The exhibition included an enormous amount of copy for each of the 100+ images, introductory pieces (all applied to the walls in cut vinyls), a detailed catalogue, a short documentary, signage throughout Somerset House and advertising for the event. Much of the copy was written by renowned fashion writer Colin McDowell with me assisting and editing when needed.
