A few weeks ago I headed down to Brick Lane's Truman Brewery to check out Peroni's Wrap Party; a series of film events to promote Peroni's classy new advert, directed by Gabriele Mauccino. The event was organised by Creative Agency The Bank, and the advert documents two lovers and their journey through Italy.A smart Peroni bar was the focal point of the room where pints of Peroni were elegantly poured, and the advert was played on a continual loop via a projector. In each corner of the room, was a small cinema with bare bulb lighting and brand communicator, who invited consumers to step behind the velvet curtain, put on some headphones and watch a short film about the making of the Peroni advert and Italian film making in general. Each cinema had only two seats within it, adding to the exclusivity of the event and the films were interesting in content.
Other nice touches in the space included the handing round of free popcorn, and the display of costumes and props featured in the film, including Vespas and designer clothing. The event wasn't too busy that you felt crammed into the space, and I was always able to get a pint of Peroni in good enough time. Every time. The event was definitely classy and did well to glamorise Italian film making, but perhaps lacked the turn-out it was looking for.
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