For the first time in 60 years, Italy did not qualify for the World Cup. Nonetheless, many people gathered in bars to watch the games and support their national teams, perhaps while having a beer.
They are immigrants from African and South American communities rooted in Italian towns. The beer brand Ceres decided to celebrate their passion and spread a message of inclusion and hospitality: in the end “This Italy did make it to the world cup”, as the campaign endline says. In response to Italian populist government claiming “#letsshuttheports”, this video –with more than 2 mio views in 5 days- clearly reminds that “#barsareopen”.
Film advertisement created by Bcube, Italy for Ceres, within the category: Alcoholic Drinks.
Executive Creative Director: Andrea Stanich
Senior Art Director: Ilaria Cormio
Copywriters: Giovanni Piroli, Mauro Merola
Art Directors: Lorenzo Blangiardo, Marianna D’Onofrio
Head of Social: Federica Nanni
Social Media Managers: Elisa Fiorentini, Camilla Malacarne
Account Director: Viktoria Ovtcharenko
Senior Producer: Laura Fappiano
Video Production: D.E.A. Production
Music Production: Bkm Production
Singer: Naby Eco Camara