Brief:
Create a campaign that celebrates the brand’s authentic Italian heritage and develop its associations with food occasions.
Solution:
‘The Moretti Movement’ reinforces the brand’s values and principles of enjoying good food and beer with family and friends through authentic Italian events and on-trade experiences. The ‘Gran Tour’ was a vibrant Italian street food experience featuring traditional Italian food, live cooking demonstrations from UK’s best Italian street food traders and Birra Moretti on tap. This experience allowed customers to tour Italy via all the different types of food from across the Italian regions.
My Role:
Concepting and bringing the creative to life, Art Directing the photo shoot, sourcing and giving final approval on event locations, Art Directing and overseeing set up and rollout of each event, liaising with clients to make sure they were happy and that the creative was brought to life and looking it’s best, working closely with social media team to promote the event.
Moretti Movement
Watch the video to get more of a flavour of what it was all about…
An overview board of the event and its successes.
I Art Directed the shoot for this ‘food flag’ using fresh Italian ingredients. This helped to link Birra Moretti with quality Italian food. Used as the key visual for the event.
Promotional On Trade key visual.
The Gran Tour map that customers received on arrival at the venue. This took them on their authentic tour around ‘Italy’.
Signposts were used to indicate the distances and directions to the actual regions in Italy.
As people entered the event they could look at a carved wooden map to locate which Italian region each food trader was from.
Live cooking Master classes were offered by the traders for all guests to learn the Italian art of cooking.
Traditional Italian props were used to give the event an authentico Italian street market vibe.