As previewed in Lucire, Campari has kicked off its involvement at the 77th Festival de Cannes with a launch party at Hyde Beach on the Boulevard de Croisette.
The Campari Cinémathèque at Hyde Beach saw guests Adrien Brody, Victoria Justice, Marina Barbosa, Caroline Daur, Paz Vega, Cole Walliser, Ellen von Unwerth, Rafa Kalimann, Jessica Wang, Nataly Osmann, Lady Victoria Hervey, Pierfrancesco Favino, Claudia Gerini, Saul Nanni, and Malika Ayane, among others. Canadian filmmaker Cole Walliser was present with his Glambot high-speed camera to capture the celebrities, as was photographer German Larkin.
The event also saw the official launch of Campari’s We Are Cinema campaign, which celebrates real-life stories that become memorable stories.
The space included a Campari Bar and an over-water jetty with loungers and parasols.
Seven installations took guests on an experential journey, from a red-carpet walk to a photocall, then a real-life set re-creating a Campari campaign, the Campari Room where guests were served a Negroni while they created their own story, living the life of a director as they watched a bank of plasma screens on the Director’s Wall, to a terrace where they are filmed by a robotic Bolt camera, to enjoying signature Campari cocktails from four iconic bars.
Julka Villa, Campari Group head of global marketing, said, ‘Unveiling our passion for brilliant film storytellers at the iconic Festival de Cannes is a privilege. The uniting message behind We Are Cinema is one that is shared across the cinema industry and Festival de Cannes—to celebrate creativity, innovation, and passion in film. It has been incredible to see it come to life, giving guests the opportunity to become the protagonist of their own story, over a perfectly crafted Campari cocktail.’
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