The House Of Peroni

THE TASTE OF ITALY

Media: Activation | Event | Social | Print

Brief: To create the central theme around the 2016 HOP.

What We Did: We built the HOP theme around "The Feast", celebrating the finest Italian ingredients and the Italian passion for incredible local food. At the heart of the campaign was a striking visual: a dress, but not just any dress, a living, growing creation made entirely of the finest Italian ingredients.

Agency: M&C Saatchi | CD: Paul Hogarth | Photography: Jason Bell | Set design: Petra Storrs

Inside The house

After arriving in style down Regent's Canal on a Peroni branded gondola, you’ll enter a bar filled with fragrant herbs, vibrant fruits and the best Italian produce on display. There you can paint your own cocktail or grab a Peroni inspired gelato before heading to a three course meal made by renowned Italian chef Francesco Mazzei, ending in an all-you-can-eat/throw course that inevitably turned into the highlight of the evening - a food fight.

The living advert

Now, how to advertise something like this? A billboard in Shoreditch is great, but what about a growing, living advert instead? One that changed every time you passed it, with more and more authentic Italian ingredients taking over the whole building every day.