Description
Concept
Ceres, a small Italian beer brand in a world of giants, breaks traditional Italian marketing rules. In a TVC launched for Italy’s most-watched TV event, Sanremo Festival, the brand toasts with what appears to be its most famous competitor— the Green One, as an authentic gesture celebrating friendship beyond differences, because Nobody’s perfect.
Strategic Insight
In a market dominated by major players, Ceres has always stood out for its sincere, irreverent tone. Rather than ignoring competitors, the brand reflects real life: at any party, not everyone drinks the same beer. The campaign turns a potential “mistake” into a message of inclusion and radical tolerance.
The Spot
Set to the nostalgic notes of Reality by Richard Sanderson, the film captures the start of an unlikely friendship. At a party, a woman struggles to open her Ceres Strong Ale but is too shy to ask for help. A stranger notices and silently opens it with a spectacular gesture.
This moment sparks a daydream: she imagines a future with her new best friend through surreal claymation scenes. The dream ends abruptly when she sees her friend grab an awkward, “blurred” green beer—you know the one. After a brief pause, acceptance wins. She chooses not to let different tastes get in the way, and they toast anyway. The final scene shows that friendship doesn’t require agreement.
This professional campaign titled 'Womance' was published in Italy in February, 2026. It was created for the brand: Ceres, by ad agency: We Are Social. This Film medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 1 hour ago by Associate Creative Director: Camillo Addis of We Are Social.
Credits
Advertising Agency: We Are Social
Executive Creative Director: Mattia Lacchini
Executive Content Director: Giuseppe Schiavone
Associate Creative Director: Laura Venuti
Associate Creative Director: Camillo Addis
Senior Creative: Giorgio Bottagisio
Mid-Weight Art Director: Emma Bertinotti
Group Account Director: Matteo Piagno
Account Director: Camilla Beghi
Account Manager: Simone Bernotti
Senior Account Executive: Beatrice Violii
Influencer Marketing & Strategy Director: Marta Prosperi
Senior Strategy: Marco Picardi
Head of We Are Social Studios: Sandro Amabili
Producer: Roberta Baldanza
Ispettore di produzione: Giacomo Lusvardi
Assistente di produzione: Giacomo Noia
Director: William9
Aiuto regia: Inigo Placido
DOP: Emanuele Mestriner
Focus puller: Milos Rimini
VTR: Federico Bellotti
Ass.camera: Simone Magnani
Gaffer: Antonio Cirelli
Elettricista: Vladimir Verri
Elettricista: Nicolò Andreuccetti
Capo macchinista: Filippo Negrello
Macchinista: Dario Lettini
Macchinista: Filippo Coppola
DIT: Angelica Zambotti
Tecnico testa remotata: Edoardo Minotti
Stylist: Miriam Mora
Ass. stylist: Alice Giardini
Sarta: Rosina Novello
Hair colorist Les Garçon de la Rue: Franceska Rotani & Daniele Scrocca
Make up/hair stylist: Roberta Ristano
Ass. make up: Milena Di Girolamo
Ass. make up: Silvia Murciano
Scenografo: Amos Caparrotta
Set decorator: Silvia Slaviero
Attrezzista: Alberto Penati
Attrezzista: Dario Fumagalli
Ass. Attrezzista: Riccardo Mistretta
Ass. Attrezzista: Lorenzo Caparrotta
Casting director: Barbara Foti/Wanted Casting
Storyboard artist: Gianmarco Valentino
Colorist: Daniel Pallucca
Sound designer: Olmo Costa (SingSing Music)
MDP/Light&Grips: Moviechrome
Studio Dadomani
Character Design/Animazione: Fabio Cirilli
Design/Scenografia: Francesco De Meo
Assistenti scenografia: Elena Panigada, Adriana Napolitano, Marco
Rizzo, Marco Russo, Elena Vecchietti, Federica Ferri
Puppets Maker: Monica Fibbi
Modellatore 3D: Mattia Tomaselli
Direttore della fotografia: Patrizio Saccò
Post Produzione: Donato Di Carlo, Federica Carbone
Producer: Camilla Lavanna
