CAMPARI
CAMPARI
CAMPARI
CAMPARI
MY ROLL
MY ROLL
Art Director
Art Director
This Campari x Swarovski concept campaign is a luxury brand collaboration that unites Italian aperitivo heritage with Austrian crystal craftsmanship through an integrated marketing approach centered on experiential storytelling. The campaign celebrates the launch of two complementary product lines: Swarovski's Ruby Red jewelry collection and an exclusive crystal Old Fashioned glassware set.
This Campari x Swarovski concept campaign is a luxury brand collaboration that unites Italian aperitivo heritage with Austrian crystal craftsmanship through an integrated marketing approach centered on experiential storytelling. The campaign celebrates the launch of two complementary product lines: Swarovski's Ruby Red jewelry collection and an exclusive crystal Old Fashioned glassware set.
Challenge
Challenge
Campari, despite its iconic status in Italian aperitivo culture, faces the ongoing challenge of remaining relevant to younger, design-conscious consumers who may perceive it as a legacy brand from their parents' generation. Its distinctive bitter flavor profile can be polarizing to newer drinkers accustomed to sweeter spirits, creating barriers to trial and adoption among the 25-40 demographic. Meanwhile, Swarovski needed to expand beyond its traditional jewelry and decorative categories into lifestyle and entertaining spaces, proving that crystal belongs in everyday rituals, not just special occasions
Campari, despite its iconic status in Italian aperitivo culture, faces the ongoing challenge of remaining relevant to younger, design-conscious consumers who may perceive it as a legacy brand from their parents' generation. Its distinctive bitter flavor profile can be polarizing to newer drinkers accustomed to sweeter spirits, creating barriers to trial and adoption among the 25-40 demographic. Meanwhile, Swarovski needed to expand beyond its traditional jewelry and decorative categories into lifestyle and entertaining spaces, proving that crystal belongs in everyday rituals, not just special occasions
Objective
Objective
The primary objective was to launch the Campari x Swarovski collaboration through an integrated campaign that would drive awareness, consideration, and direct sales of two key product lines: Swarovski's new Ruby Red jewelry collection and an exclusive co-branded crystal Old Fashioned glassware set designed specifically for the Negroni, Campari's most iconic cocktail. Reposition Campari as a contemporary luxury choice for design-forward consumers by associating it with Swarovski's crystal craftsmanship and creating aspirational lifestyle content that emphasizes ritual, sophistication, and cultural fluency.
The primary objective was to launch the Campari x Swarovski collaboration through an integrated campaign that would drive awareness, consideration, and direct sales of two key product lines: Swarovski's new Ruby Red jewelry collection and an exclusive co-branded crystal Old Fashioned glassware set designed specifically for the Negroni, Campari's most iconic cocktail. Reposition Campari as a contemporary luxury choice for design-forward consumers by associating it with Swarovski's crystal craftsmanship and creating aspirational lifestyle content that emphasizes ritual, sophistication, and cultural fluency.
