‘THE SNOW MAN’

Peroni Nastro Azzurro encourages everyone to ‘Live Every Moment, All Year Round’ in the brand's first ever global winter campaign.

It was based on the fact that people are twice as likely to cancel plans in winter and hibernate; this campaign reminds us when we embrace it and just get out there, we live every moment. After all, Peroni Nastro Azzurro tastes the same in December, as it does in July.

Filmed by BAFTA-winning director Tom Green, the film follows Nino, who lives on a small street in Torino. It begins with Nino opening his front door only to be greeted by a wall of snow blocking his exit. He gets to work using his shovel, receiving support from his neighbours, eventually digging a pathway through the streets that leads to a nearby bar. When he finally makes it to the bar, the rest of the community makes use of Nino’s path to also grab a beverage at the bar.

Elspeth Lynn, creative partner at Unbound, said: "Peroni Nastro Azzurro tastes the same in November as it does in July. So it is a no-brainer to remind consumers to enjoy the Italian taste all year round. It is the hero in the story, whatever channel it's in and demonstrates the way to bring people together and truly live every moment. Even when it's winter.”

“This is Peroni Nastro Azzurro’s first-ever winter marketing campaign, and we are confident that our authentic Italian-inspired creative will encourage audiences to live every moment with its premium and uplifting taste,” Camilla Scognamiglio, global marketing manager at Peroni Nastro Azzurro, said.

Peroni Nastro Azzurro’s first global winter campaign proves that the Italian beer isn’t just for summer in this 30-second spot.

The work is running in UK cinemas, with a wider global rollout set to launch in 2024. The film is being supported by a London bus takeover in December, with LED-infused wraps and a series of out-of-home executions featuring the brand’s first winter creative.

The campaign was brought to life globally via an impactful Out of Home. To make a snow angel is to embrace winter by diving onto the snow and feeling the freedom and spontaneity of waving your arms and legs around to form a snow angel. It is the purest form of joy that everyone who grew up in snow can relate to, and relatable even if you didn’t grow up doing that. Because to form a snow angel is to 'live that moment in winter.'