Birra Moretti has long prided itself on giving beer lovers an authentic taste of Italy. With the help of Havas Dublin, the brand is now going a step further by unveiling its first ever global campaign celebrating the Italian way of life, ‘The Home of Life’s Simple Pleasures’
Live on TV screens now, the uplifting film playfully showcases Italians’ love of the small, but equally important things in life – from good food to good company, and of course, great beer.
“We’re extremely proud of our work with Birra Moretti – especially at a time when life’s simple pleasures have become more important than ever," said Havas Dublin Creative Director Gary Boylan. "We were inspired by how inventive people all over the world have been in creating moments that matter with each other during lockdown. Whether it’s Dublin or Arezzo, these simple moments are often the ones we appreciate the most. We hope the campaign gives audiences some joy and inspiration for the good moments that are ahead and we’re excited for Irish creativity to be celebrated – and broadcast – around the world.
The new campaign was shot in the Italian city of Arezzo in Tuscany, with its hero TVC directed by award-winning filmmaker, Martin Aamund. The ad features a young Italian man, Fabrizio, who ingeniously utilises a bucket, a rope and his neighbours’ community spirit to gather the ingredients for the perfect afternoon aperitivo, in exchange for an ice-cold Birra Moretti delivered direct to their balcony!
As witnessed in the last year, this sense of community spirit and togetherness has helped people find joy amidst a global pandemic – highlighting just how powerful life’s simple pleasures can be when it really matters most.
“Italians are famous for enjoying the simple things in life, but those moments don’t just happen," said Global Marketing Manager - International Brands Director Dino Bozzone. "Instead, people in Italy stop and make time for them – and never more so than right now. Birra Moretti’s mission has always been to get people to enjoy life’s simple pleasures – whether physical or virtual! By helping them feel part of the authentic stories of Italy, we want to inspire them to stop and embrace the Italian way of life with great food, great company and great beer."
‘The Home of Life’s Simple Pleasures’ is currently rolled out in six countries worldwide (with more to follow) on TV and video on demand throughout the year. Birra Moretti has also collaborated with Boomerang, creating a tactical digital and social rollout to communicate the campaign through key consumer touchpoints. ‘The Home of Life’s Simple Pleasures’ also features outdoor, e-commerce, off-trade and PR activations in various markets, as well as several additional customer promotions linked to seasonal moments throughout the year.
Birra Moretti has been brewed with the same original recipe since 1859 and is now available in over 50 markets worldwide.
Follow Birra Moretti on Instagram & YouTube to see more from the Global Campaign throughout the year.
