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Campari Cinematic CocktA.I.Ls
3 movie-inspired cocktails imagined by the machine and magnified by the human
Client
- Campari
Office
- France
Challenge the limits of mixology and reinforce the iconicity of the Campari brand as a pioneer of innovation, through a unique experience at the Cannes Film Festival, while remaining faithful to the brand's cinematic heritage.
The inspiration for this project comes from the pioneering association between Campari and artificial intelligence.
In 2021 Campari collaborated with Francesca Fellini, niece of legendary director Federico Fellini, to create the first short film using AI.
Building on this initial experience, Campari was inspired to take up the challenge once again to explore the possibilities of intelligence and push back the limits of creative expression.
In this project, our idea was to combine artificial intelligence with human know-how. Using AI, we analyzed the themes of cinema, Cannes and the Cannes Film Festival to develop appropriate cocktail ingredients.
The bartender and Campari brand ambassador, Tommaso Cecca, then contributed his creativity and expertise to sublimate the recipes proposed by the AI.
AI was also used to generate cocktail names, tasting notes and campaign visuals.
In this way, we created original and memorable cocktails, combining the power of AI with the art of mixology. This unique combination pushed the limits of cocktail creation and delivered a unique experience at the Cannes Film Festival.
Brand awareness: The project boosted the brand's visibility and notoriety.
Market differentiation: This innovative approach reinforced the brand's image as an innovator and creator of unique experiences.
Consumer engagement: The creation of competitions on social networks and the communication around Cinematic Cocktails have engaged consumers.
International expansion: Campari now has the opportunity to expand the campaign to other partner festivals, such as the Berlinale and the Venice Film Festival.
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