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Il Bel Gioco – Peroni Nastro Azzuro

Building on the well established relationship with the Italian Football Team and Fabio Grosso who scored the winning penalty that won the World Cup in 2006, Peroni Nastro Azzurro launched a campaign called Il Bel Gioco, or The Beautiful Game to our non-Italian speaking friends.

The project centred around an online community for Italians and all enthusiasts of Italian style – both on and off the pitch.

Online exclusively for the five weeks of the World Cup, featured interviews, blog entries, podcasts and images from the brand’s global ambassadors: 2006 football champion Fabio Grosso; Michelin star chef, Giorgio Locatelli, celebrity fashion designer, Antoni Berardi and Italian designer Matteo Alessi. Other guest contributors included: fashion icon, Elio Fiorucci and Puma Italia’s managing director, Andrea Rogg.

The project was created and developed by The Bank in collaboration with Peroni Nastro Azzurro’s global digital and PR agencies, WHAM and Gabrielle Shaw Communications. The Bank shot and produced the content in location around Italy with post production being handled out of The Bank’s head office in London. Launch events were staged in key Peroni locations in Sydney, New York and Cape Town to kick off the campaign in style.


Nastro Azzurro, Peroni, Peroni Nastro Azzurro

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