The Challenge

Negroni Week has always been about more than cocktails. It is about connection. About moments shared across bars, restaurants and tables around the world. But in an age where experiences are increasingly mediated through screens, the question was: how do you celebrate a drink built on togetherness in a way that feels fresh, immersive and meaningful?

Negroni Week needed a cultural spark. Something that could cut through the noise of endless food and drink activations, while staying true to Campari’s heritage of creativity, collaboration and artistry.

The Cultural Opportunity

Conversations over a Negroni have always carried weight: big ideas, small confessions, stories that deserve to be remembered. We saw an opportunity to take that human essence and make it visible, tangible and unforgettable.

Working with internationally acclaimed digital artist OUCHHH, we created ‘Tell Me Over a Negroni’, the world’s first real-time generative art installation. Guests’ neural responses and emotions were transformed into evolving artworks projected across London’s Frameless gallery. Every sip, every story became a brushstroke in a collective masterpiece.

Each participant left with their own digital artwork, a living record of their shared moment. Beyond the walls of Frameless, Negroni Lounges, music events and art trails across London kept the spirit alive.

Impact

An unforgettable launch moment for Negroni Week, covered across culture, lifestyle and trade press. Guests shared their personal artworks across social feeds, turning the installation into a symbol of creativity and connection.

Media Mix

Earned Media, Experiential, Social, Retail Activation, Cultural Partnerships