THE HOUSE OF PERONI

Client: Peroni Nastro Azzurro

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

What We Did: We didn’t invent the concept of ‘HOP’ but we did come up with the theme for 2016 - ‘The Feast’. The finest Italian ingredients, celebrating the love of amazing local food the Italian people share. 

But, how now to advertise something like this? A billboard in Shoreditch would be cool, but what about a growing shop instead? One that changed every time you passed it, with more and more authentic Italian ingredients taking over the whole building every day. And a key visual of a dress, but not just any dress, a growing dress, a living dress.

We generated over 3000 twitter mentions, 4000 new Facebook fans and over 2,500 Instagram tags in the 6 weeks leading up to the event. Lifting sales of Peroni by 9% and leading to 1.6 million unique website visits in the months after the campaign.

Agency: M&C Saatchi

Creative Director: Paul Hogarth

Photographer: Jason Bell

Costume & set design: Petra Storrs