Peroni Nastro Azzurro is continuing its celebration of Italian style with a series of interactive events throughout March that immerse consumers in the world of Italian film.
The activity begins with the creative use of out of home media in Old Street. Intent on enthralling its target consumers and changing the way people think about beer, Peroni Nastro Azzurro has created an Italian style, outdoor cinema – a first for an outdoor advertising site. The intimate cinema will seat 20 people in signature Peroni blue, cinema-style seats and be flanked by two billboards, featuring giant 3D film reels.
The outdoor cinema will screen Senza Tempo, the short film Peroni Nastro Azzurro has made in collaboration with award winning Italian film director, Gabriele Muccino. Screenings will run from Thursday 3rd March until Sunday 6th March and then again from Wednesday 9th March until Saturday 12th March. As part of the same out of home campaign a tease and reveal, cinema themed billboard, is situated on Westminster Bridge.
Consumers will be encouraged to complete their Peroni experience at local bar McQueen on Tabernacle Street. During the hours of 5pm-7pm, Monday through Thursday for the duration of the event, McQueen will offer complementary aperitivo with the purchase of two Peroni Nastro Azzurro 330ml bottles on production of a postcard that will be given to attendees of the outdoor cinema.
Not content with captivating audiences in Shoreditch and Westminster, Peroni Nastro Azzurro is also hosting an exhibition that explores Italian style’s influence on film and film making at the Proud Gallery in Chelsea from 9th-19th March.
The Peroni Collection – Italian Style on the Silver Screen has been curated by portrait and fashion photographer Rankin and Italian Fashion writer, film expert and cultural commentator, Anna Battista. The exhibition will feature rare and never seen before images and costumes from the cinema and explores the relationship between Italian fashion design and its influence on film and image making.
The exhibition will include bespoke shots by Rankin that were inspired by the unique Italian art of making the ordinary extraordinary.
The Peroni Collection – Italian Style on the Silver Screen exhibition will also tour nine UK cities: Edinburgh, Leeds, Liverpool, Manchester, Glasgow, Birmingham, Brighton, Cardiff and Bristol.
Fashion writer, co curator and cultural commentator Anna Battista says of the show:“The exhibition reaffirms quality, tradition and craftsmanship as the fundamental values of Italian fashion and film and of Peroni Nastro Azzurro.”
Jason Maling, Marketing Director at Peroni Nastro Azzurro said: “The next few weeks will see Peroni Nastro Azzurro communicate with our target audience in a way that no other beer brand does and truly deliver the wow factor. The out of home activity is expected to reach over 1.3m people during the two-week period, keeping Peroni Nastro Azzurro at the forefront of their minds.
“We are also proud to be a co-curator of such an important exhibition. Through the selection of stunning images, the exhibition will give visitors a rich and colourful snapshot of Italian style and grace as it has been captured on film.”
- ENDS -
Notes to Editors:
Key Tour dates for The Peroni Collection – Italian Style on the Silver Screen:
• EDINBURGH –DUNDAS STREET GALLERY, 6 DUNDAS STREET, EDINBURGH EH3 6HZ, 22 February - 26 February Open 10AM - 8PM daily
• LEEDS - ON THE WALL, 12 BOAR LANE, LEEDS LS1 6EN, 23 February - 28 February, Open 10AM - 8PM Mon – Sat, 11AM - 8PM Sun
• LIVERPOOL – FACT (FOUNDATION FOR ART AND CREATIVE TECHNOLOGY, 88 WOOD STREET, LIVERPOOL,L1 4DQ, 1 March - 5 March, Open 10AM-9PM Tues-Sat, 11AM-9PM Sun
• MANCHESTER - THE CUBE, LOWER GROUNDFLOOR, 113-115 PORTLAND STREET, MANCHESTER, M1 6DW, 3 March - 8 March, Open 10AM - 5.30PM Mon – Fri, 12PM - 5PM Sat, Closed Sun
• GLASGOW - TRONGATE 103, MERCHANT CITY, GLASGOW, G1 5HD, 10 March - 13 March, Open 5PM - 8PM 10 March, Open 10AM - 8PM daily
• BIRMINGHAM - THE MAILBOX, McDERMOTT GALLERIES IN ASSOCIATION WITH THE ARTBOX, 28-30 WHARFSIDE STREET, THEMAILBOX, BIRMINGHAM B12RD, 16 March - 21 March, Open 10AM - 8PM daily
• BRIGHTON - NO WALLS GALLERY, 13A PRINCE ALBERT STREET, BRIGHTON BN1 1HE, 22 March - 26 March, Open 10AM - 8PM daily
• CARDIFF – CHAPTER MARKET ROAD, CANTON, CARDIFF, CF5 1QE, 24 March - 28 March, Open 10AM - 8PM daily
• BRISTOL - ROYAL WEST OF ENGLAND ACADEMY, FEDDEN GALLERY, QUEENS ROAD, CLIFTON, BRISTOL, BS8 1RX, 28 March - 2 April, Open 10AM - 7PM daily
Details are also available on facebook.com/peroniuk
About Peroni Nastro Azzurro:
• Peroni Nastro Azzurro is the number one Italian imported lager in the UK
• Peroni Nastro Azzurro has been imported to the UK since 1965 as a bottled beer (4-pack – 330ml & 66cl). It is now also available in selected draught outlets nationwide
• Peroni Nastro Azzurro is a well-balanced, clear pale lager made by brewing the finest spring-planted barley and Italian maize combined with malts and hops to create the highest standard of premium beer
• Website: www.peroniitaly.com
• Peroni Nastro Azzurro’s association with film began with its remake of the iconic La Dolce Vita in 2006. More recently, Peroni Nastro Azzurro has collaborated with award-winning Film Director Gabriele Muccino to create the Accademia del Film – an academy promoting Italian film in the UK. The Accademia del Film’s first production is the short "Senza Tempo," directed by Gabriele Muccino and made with the help of up and coming British film talent. See it at www.peroniitaly.com
For further information:
Emma Currin
Leisure PR & Communications
Email: emmacurrin@leisurepr.co.uk
(M) 07753 838 490