Insight
Nearly 60 years after the launch of one of Italy’s most iconic advertising slogans, what does ‘Contro il logorio della vita moderna’ mean today?
We explored this question at the heart of a cultural understanding and positioning project, guiding Campari Group to define Cynar Spritz as the unconventional, modern choice for the Italian aperitivo.
Transformative idea
YOUR FILTER AGAINST THE STRESS OF MODERN HYPE.
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Client's creative adaptation:
Cynar Spritz website - 2025