Digital Marketing, Strategy, & Storytelling
"Somewhere, something incredible is waiting to be known." - Carl Sagan
BIRRA MORETTI
RETHINKING THE MARKETING & ADVERTISING OF BIRRA MORETTI
By: Greg Lepore
TAGLINE
Tradition brews authenticity.
COMMERCIAL SPOT
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Setting:
Piazzale Michelangelo, Florence, Italy
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Soundtrack:
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"Embers" from Assassin's Creed Embers Soundtrack
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Scene:
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Time lapse of a rising sun, and an old man sits in a chair on
Piazzale Michelangelo surrounded by his family who are
much younger than him. He’s drinking a Birra Moretti beer.
As the timelapse progresses from sunrise to sunset, the man slowly becomes younger and his family on the hill change around him but he doesn’t move from his seat. The
movements of him drinking the beer are in normal time, but his family moving around him is fast-forwarded. The camera slowly fades across the screen in a circular motion, focused always on him.
As the timelapse approaches the sunset, he is finally a
teenager, watching the sunset and drinking Birra Moretti
beer, still surrounded by his family. A voiceover says,
“There's something about a Florentine sunset that makes beer a little sweeter, and life a little smoother. If I’ve learned anything atop Piazzale Michelangelo, it's that authenticity is found where tradition is preserved.”
Scene ends with the Birra Moretti logo as camera goes from the man to a wide shot of the cityscape of Florence as seen from the hill.
“Birra Moretti, where tradition brews authenticity.”
RADIO SPOT
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Setting:
Rural farm
Soundtrack:
Guitar riff from "Rosa" by Brunori Sas
Scene:
Sounds of birds chirping, water flowing, sheep whining,
hacking of farm life. Faint Italian dialogue.
“Good beer comes from genuine ingredients.”
Continue sounds.
“Genuine ingredients come from authentic farms.”
Continue sounds.
“Authentic farms start with traditional values.”
“Birra Moretti, where tradition brews authenticity.”