Campari Launches New Campaign for Cannes Film Festival

As the official partner of the Cannes Film Festival for the third consecutive year, Campari has launched an ambitious new campaign in time for the festival's 77th run.

Last year, Campari hosted a slew of events at the festival, launching the brand's "Discover Red" campaign as it serves cocktails at its customized bar and on the red carpet.

"We Are Cinema" is the premium liqueur brand's initiative this year to champion the film industry, drawing inspiration from real-life moments that could make for remarkable stories.

In a 30-second spot, a woman walks into a bar and orders a Negroni. The scene cuts to two men sitting apart in a museum, sharing glances while one enjoys a Campari Spritz.

A montage ensues, jumping from one slice-of-life moment to another: a couple standing under the pouring rain, a man playing his saxophone by a staircase, and back again to the woman in the bar. 

While each moment may seem disconnected from the other, Campari emphasizes the point that they each have a unique story to tell.

"It's a story that unfolds and a movie to be made," the narrator shares, as the spot ends. 

Getting the Ball Rolling

As part of the campaign, Campari will also host a series of events from the Campari Lounge at Palais de Festival and unveil a series of activations to celebrate the spirit of cinema.

• The launch of "Hyde Beach by Campari," a new hotspot on Boulevard de Croisette, set to welcome stars and guests alike for festival happenings
• A reunion with The Hollywood Reporter for a special edition of the Awards Chatter podcast featuring Kevin Costner with THR's Scott Feinberg to discuss the actor's return to the Western genre
• The Official Cannes After Party for "Furiosa: A Mad Max Saga" celebrates the latest installment of the franchise
• A continued partnership with Breaking Through The Lens, a non-profit empowering women in film, as they host the "Crossing Borders" gala and a discussion with actress Diane Kruger and Campari Group's Head of Marketing Julka Villa

"We are delighted to return to Festival de Cannes, this year bringing our passion for cinema and stories through our global We Are Cinema campaign to the iconic Festival setting," Villa said in a press release.

"This year, we look forward to continuing to bring this to our audience through a program of remarkable moments throughout the Festival."

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Editing by Katherine 'Makkie' Maclang