&FRIENDS creates new docu-series on global bar culture for Gruppo Campari

Shot in over 10 countries – with a blend of local crews from &FRIENDS’ global community of makers – overseen and produced by the company’s in-house team.

The three-part series was commissioned by Campari’s Global Bar Academy team in Milan, who wanted to dip beneath the surface of global bar culture – through the lenses of Community & Culture, Design & Technology, and Flavour & Ingredients.

Collaborating with Campari Bar Academy’s Creative Director – drinks industry icon Monica Berg – and partner agency Hue & Cry, the series features some of the world’s leading bartenders, in Mexico City, Istanbul, Copenhagen, Singapore and others.

&FRIENDS’ innovative model – featuring pre-vetted teams of specialist makers on the ground, onboarded into the brand and managed through the company’s proprietary platform – removed the need for flying large crews around the world, slashing the carbon footprint usually associated with shoots.

Local crews, consistent look, premium quality

While utilising local crews to keep things authentic, &FRIENDS’ in-house creative and production team ensured the series achieved the premium production values expected of Campari – while keeping things lean and cost-efficient. 

The series premiered at the recent Roma Bar Show, receiving a positive reaction from leading drinks industry figures. 

Simone Massaro, who oversees Global Bartender Advocacy for Campari, had this to say: 

“It was great to explore the impact of global bar culture on different communities around the world, and to get input from some of the industry’s leading figures. With this project, we wanted to investigate in-depth poignant topics relating to the drinks industry and hospitality – and how they’re interpreted around the world.

We have a team of drinks industry experts – led by Monica Berg – who are instrumental in shaping the Campari Academy program, applying their insights, experience and knowledge to ensure it resonates with the bartending community. The collaborative process between Monica the &FRIENDS team, and our other agency partner Hue & Cry, enabled us to guarantee premium production quality – underpinned by a solid editorial platform.”

Watch the Trailer, Chapter 1 and Chapter 2 now – and stay tuned for further Chapters to come. 

campariacademy.com/perspectives.

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