Milano is a melting pot of creativity and the birthplace of a number of international successful brands. One of them is Campari. This year, the iconic Italian aperitif launched the 2018 Campari Red Diaries short movie in Milano. The name of the short movie is: The Legend of Red Hand.
A 360o holistic campaign with a short movie at the heart, Campari Red Diaries brings to life Campari’s ethos that “every cocktail tells a story”.
Evolving Campari’s ethos that ‘every cocktail tells a story’, the film is a celebration of bartender’s talent and most importantly, Red Hand, masters of the world’s best cocktails. Building on this ethos, the 2018 Campari Red Diaries campaign leads consumers in the pursuit of the perfect cocktail through the celebration of legendary bartenders around the world, starting in Milano, the birthplace of Campari.
Entitled ‘The Legend of Red Hand’, this year’s film features globally renowned actress Zoe Saldana, Italian actor Adriano Giannini and is directed by the famous Italian director Stefano Sollima. Travelling from Milano to New York, Buenos Aires, Rio De Janeiro, Berlin and London the film also features cameos from six of the world’s best bartenders.
The Campari Red Diaries short movie is available to view digitally worldwide, hosted on Campari’s global official YouTube page and social media pages.
The Legend of Red Hand is a mystery story that starts in Milano, Campari’s birthplace.
The protagonist of this story is Mia Parc, a famous photographer intrigued by the figure of Red Hand.
ZOE SALDANA STARS IN SHORT MOVIE THE LEGEND OF RED HAND DIRECTED BY STEFANO SOLLIMA
The short movie, starring globally-renowned actress Zoe Saldana and Italian actor Adriano Giannini. Furthermore, the Italian director Stefano Sollima was responsible to create a thrilling mystery story that takes viewers around the world in the pursuit of the perfect Campari cocktail.
Opening in dusk under the iconic Duomo Cathedral in Milano, Campari’s founding city, we meet Mia Parc, the charismatic photographer, whose name is the perfect anagram of Campari, played by Zoe Saldana.
Director, Stefano Sollima skillfully brings his expertise in the thriller genre to create a tense and enthralling atmosphere that follows Mia in her quest, uncovering a secret mission to discover the mysterious figure of Red Hand, the craftsman of the best Campari cocktails ever.
Mia’s sheer dedication in the search of the perfect cocktail leads her to uncover Red Hands across the world who have the passion and ability to create the best cocktails, with Campari at their heart.
In true celebration of bartender’s talent from around the world, Mia journeys from Milano to New York, Buenos Aires, Rio De Janeiro, Berlin and London, featuring six of the world’s best bartenders, who have created their own ‘Red Hand’ Campari cocktails encouraging Campari lovers around the world to search for and enjoy the perfect cocktail.
ZOE SALDANA ABOUT HER ROLE AND CAMPARI
On her leading role, Zoe Saldana comments: “Playing Mia Parc in The Legend of Red Hand was a fantastic experience, allowing me to delve into a world steeped in mystery and intrigue through my character and her mission for perfection.”
“Being part of a campaign that not only has a great legacy, but for a brand with such rich iconic heritage is always such a pleasure, particularly with a partner such as Campari who recognize that behind a great cocktail, there is a great bartender and without the participation of amazing hands, the ingredients wouldn’t quite live up to their fullest potential.”
ABOUT THE CAMPAIGN
Director Stefano Sollima says: “Being Italian, and someone who enjoys telling shorter stories in this genre, it has been an honor directing the Legend of Red Hand. Working with globally recognizable and gifted actors to tell such an intriguing and mysterious story to represent a brand as iconic as Campari has made the whole experience very memorable.
In the film, I’ve explored the very essence of the secret of Campari: the secret ingredient that enables you to achieve such a splendid result. Yet that component is just a tiny part, and what makes the difference is how much you put in. Similarly, Red Hand is the secret, the hidden element that makes all the difference.”
ADRIANO GIANNINI ABOUT THE LEGEND OF RED HAND
“I am thrilled that viewers will finally be able to see the creative brilliance of Stefano Sollima and his homage to Campari’s Italian heritage. I have thoroughly enjoyed bringing the captivating storyline life in my role as Davide, named after the founder of Campari, alongside the talented Zoe Saldana.”
BOB KUNZE-CONCEWITZ ABOUT THE CAMPAIGN
“Now in its second year, the Campari Red Diaries campaign has taken a new turn in its creativity to demonstrate Campari’s ambition for the perfect cocktail and celebrating the talent of bartenders who share the same desire.”
“With names like Zoe Saldana, Stefano Sollima and Adriano Giannini, all having integral roles in telling our story, we are excited to bring you on our journey to discover the Legend of Red Hand and we hope that this story we will inspire people around the world to go on their own personal quests in the hunt for cocktail perfection to find their own Red Hand.”
Director: Stefano Sollima
Screenplay: Stefano Bises
Mia Parc: Zoe Saldana
Davide: Adriano Giannini
Actors: Levi Heaton, Marcus Griffiths, Daniele Favilli, Tommaso Basili, Alessandro Mario, Susanna Giaroli
CAMPARI RED DIARIES BOOK
Photographer: Matteo Simone Bottin
Production & Postproduction Photos:
Behind the Scenes: Francesco Pizzo
Press Conference & Premiere: Stefania M. D’Alessandro/Getty Images for Campari
Premiere: Venturelli & Vittorio Zunino Celotto/Getty Images for Campari
Fendi: Red Boots Casadei: Casadei Blade PumpVhernier: Plissé bracelet in satin rose gold