"This new campaign has an important meaning for us, it preserves and shares the values that have guided our history for 175 years and that will be the pillar for the years to come. - says Niccolò Branca, President of Fratelli Branca Distillerie - We have chosen to show the closeness between Fernet-Branca and its audience with a message that unites them in the conscious expression of their authenticity, in always giving their best with courage and energy to be, in their own way, inimitable ".
Thus Fernet-Branca reveals its Code, exploding with a contemporary reinterpretation its vast cultural and material archive of objects, images, languages and icons.
History and roots , represented by the founder, Bernardino Branca.
The secrets of the recipe, to date kept only by President Niccolò Branca, fifth generation of the family, which, unexpected cameo, we find in the film portrayed among the barrels.
The adventure and courage to face every challenge and remain true to yourself for 175 years.
The freedom represented by one of the unmistakable icons of the brand, the eagle.
The world , to underline the internationality of Fernet-Branca and its presence in over 160 countries.
The rules told by the coin : cult object for the Bartender community.
A campaign that tells the story of an authentic brand that does not adapt, that has never bowed to fashions, always itself, strong of its identity .
Like Fernet-Branca, each of us can be the hero of our own story, looking ahead and remaining himself.
A synthesis imbued with energy that looks to the future , a message that speaks to each of us:
" Inimitable. Like you ."
The film ends with a gallery of portraits, faces and looks with a strongly contemporary aesthetic, to create an ideal, intense bridge between the past and the present, as well as between the Brand and the people.
A Code that also returns in the graphic line. Each keyword leaves a trace, a symbol. A unique alphabet that composes "Fernet-Branca" by combining the history and modernity of an ever-present brand.
"'Novare Serbando' - explains the Global Chief Marketing Officer Stefano Furini - which translates from Latin to 'Innovate while remaining true to one's roots', was the guide in the realization of this new campaign that wants to tell everything inside and behind Fernet-Branca ".
"Today, after 175 years and a success in many countries - continues Stefano Furini - Fernet-Branca has become much more than the digestive bitterness of the beginning.
A brand full of history, quality, passion and people. An authentic brand that has never compromised and has been able to attract people in every corner of the world, whether it is drunk straight, now a ritual among bartenders, or in cocktails or long drinks ".
The Fernet-Branca campaign includes commercials in the 30 '' and 15 "format and will be on air, covering the Easter period, on the main generalist, digital and satellite television networks, and on the digital, Youtube, social and Brand site with content dedicated ad hoc.
A special initiative for the launch of the new creativity: on March 29 at 9 pm the spot will go on air to unified networks on all Publitalia channels, as well as on Rai2 and La7.
YAM112003 took care of the campaign strategy in collaboration with Fernet-Branca marketing, creativity and production. Planning is by Carat Spa.
Credits YAM112003
Creative Director: Gory Pianca
Client Director: Elide Dell'Avo
Account Manager: Federica Florio
Strategic Services Director: Stefano Rocco
Strategic Planner: Bruna Diez
Art Director: Carlo Miozzi
Copywriter: Stefano Palumbo
Producer: Sara Benvenuto
Head of content: Francesca Arceri
Directed by: Jacopo Carapelli
