AmaroAvenra
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Averna - Open Sicily
Challenge In an age where most love brands are defined by the values they believe in, Averna was lacking a differentiating point of view. To solve this, we started looking for a culturally relevant brand statement that could both reinforce local pride and recruit new followers. Inspiration Amaro Averna's recipe has remained unchanged since 1868, when the monk Frà Girolamo gave it to textile merchant, Salvatore Averna. A recipe born from a fusion between herbs and roots taken from every corner of the Mediterranean, along with techniques and knowledge sourced from lands beyond the borders of Sicily. It is therefore from the melting pot of cultures and the openness of Sicilians throughout history that Amaro Averna originates from. Idea Sicily is perceived as being all about unmoved timeless traditions. But when you have the chance to experience real Sicily, a whole world opens up: people are open to talk and tell, our taste opens to new flavours, music brings us rhythms we’ve never heard, and we feel a vibe we’ve never felt before. When you open Averna, you open an unexpected and vibrant world: a world of true Sicily that sits just beneath the surface and takes you far beyond any cliché. Growth The campaign immediately received enthusiastic comments on social networks, from Sicilians in particular who appreciated how the link with the territory was staged. There was also great interest in the song which was “Shazam-ed” 13,000 times during the first on-air flight. And finally, in Italy it has received important awards from ADCI - Art Directors Club Italiano.
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