PERONI NASTRO AZZURRO 0.0 - Integrated Marketing Campaign

Combining social activations and OOH, this campaign celebrates Italian heritage by positioning Peroni as the ultimate symbol of "Italianità." Leveraging social proof and framing, the project evolves from strategic teasing to an exclusive pop-up event, dedicated to those who have participated in a social media challenge, where users were asked to recreate iconic masterpieces that celebrate togetherness.