The iconic red bitter brand hosted The Campari Cinémathèque at Hyde Beach by Campari, on Boulevard de Croisette. This red-carpet party celebrated Campari’s third consecutive year as Official Partner to the Festival de Cannes, and marked the launch of its global campaign, We Are Cinema.

The event was inspired by the brand’s new campaign, which turns the lens on the real-life moments that become remarkable stories. On this unforgettable evening, Campari took on the role as curator, Hyde Beach the set, with guests and famous faces taking center stage and becoming the protagonists of their own story.

Hosted at Hyde Beach by Campari – located on the famous stretch of beach, and in the heart of the iconic film festival – a show-stopping event space was custom-built for the 77th Festival and designed in Campari’s signature style.

The star-studded guestlist celebrating with Campari included Adrien Brody, Victoria Justice, Marina Barbosa, Paz Vega, Cole Walliser, Ellen von Unwerth, Caro Daur, Rafa Kalimann, Jessica Wang, Nataly Osmann, Lady Victoria Harvey, Pierfrancesco Favino, Claudia Gerini, Saul Nanni, Malika Ayane and many more. Also on hand was Cole Walliser, who captured guests on his famous GLAMbot, and renowned photographer German Larkin.

The Campari Cinémathèque event was structured as a series of takes – special shots, photo opportunities and activations – designed to immerse guests in a true-to-life movie experience.

The journey from take-to-take took guests through the entire space, from the ground-floor Campari Bar with its mirrored ceiling and movie-set lights to the Pier – an overwater jetty with loungers and parasols.

Take 1 recreated a red-carpet walk at a movie premiere. A light installation mimicked the flash photography of a crowd of paparazzi, and surround-sound audio replicated the cacophony of camera clicks and calls to pose. Guests were filmed by a real cameraman, with images live-streamed onto plasma screens throughout the space.

Take 2 revealed a photocall in the Campari Bar – for a world famous Negroni or Campari Spritz.

Take 3 placed guests in a real-life set, replicating the experience of starring in an iconic Campari campaign.

Take 4 immersed guests in the unique sensory world of the Campari Room. Here, human bartender meets AI, as guests are served a freshly made Negroni while they create their own remarkable Campari & Cinema story.

For Take 5, guests stepped into the role of director, checking out livestreamed Cannes action on a dazzling bank of plasma screens on the Director’s Wall.

Take 6 is the Campari Cinema. Guests took to the stage on a 360-degree terrace, where they were precision-filmed by a robotic Bolt camera against the stunning backdrops of the Croisette and Mediterranean Sea.

In Take 7, bartenders from four of the world’s best bars created signature Campari cocktails in mixology moments that are sure to be pure theater. Participating bars are Camparino in Galleria from Milan, Bar Nouveau in Paris, Salmon Guru from Madrid, and Donovan from London. The Camparino team served a selection of iconic Campari cocktails to guests, including the Negroni, Campari Spritz and the Negroni Sbagliato. Alongside these classic cocktails, the Camparino team served the Red Carpet – Cannes Edition: a fresh tasting and salty cocktail inspired by the Cannes Riviera.

The final take, the moment that started the party. The lights dropped, the cameras started to roll, and the music began… Making it a night to remember.

Campari Group’s Head of Global Marketing, Julka Villa comments: “Unveiling our passion for brilliant film storytellers at the iconic Festival de Cannes is a privilege.  The uniting message behind We Are Cinema is one that is shared across the cinema industry and Festival de Cannes – to celebrate creativity, innovation, and passion in film. It has been incredible to see it come to life, giving guests the opportunity to become the protagonist of their own story, over a perfectly crafted Campari cocktail.”

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