Peroni Nastro Azzurro partners with local illustrator for graffiti wall in HK

Italian Beer Brand Peroni Nastro Azzurro has collaborated with local illustrator Kazy Chan to launch its first graffiti wall in Hong Kong, to bring in the Italian spirit of “live every moment” to the city. Led by dentsu international Hong Kong, the 7.3 x 4.3 meters graffiti wall was designed to visualise the Italian way of living with style and reminiscence artistically the exotic sun and seas of summer travels tainted with Italy’s passion and flair.

The graffiti is an artistic replica of the Amalfi Coast in Southern Italy, the destination known for its Mediterranean landscape and exquisite coastline for lifestyle savvy travellers. The artwork stretches along the wall of Hong Kong’s cultural site, PMQ, in the busiest district in Sheung Wan; not only does it mimicked the summer vacation in Italy by having beach bars, bicycles, and happy gatherings, it captured the voguish Italian moment for audiences and allowed them to experience it meaningfully through pretending to chitchat at the bar or hold the Peroni bottle and toast with the bar tenders.

In terms of promotions, audiences are invited to upload their photos on Instagram and tag the brand and hastag #PeroniHK, #ExploreInStyle, #PeroniGraffiti or #夏意式探索 to see how each other is having fun with the artwork. Chan said: “Italians, in my perspective, fully understand how to live every moment and have their own stylish way to enjoy life to its fullest. Their sense of fulfilment comes from having life passions, like painting to me. And by collaborating with Peroni Nastro Azzuro, I want to highlight how the brand manifests this philosophy and inspires audiences through engaging with the art."

Loretta Lee, regional marketing director of Asahi Beer Asia, said: “Embracing the summer, we want to make our Italian brand spirit come to life in a meaningful way. We understand that Hong Kong people has been through stressful days, so we are here to remind ourselves to live the best of every moment, a life motto that transforms into a sensation when having a drink of Peroni Nastro Azzurro.” 

Kitty Kwan, associate planning director of dentsu international Hong Kong, said: "This strategic location buy can strengthen the brand visibility near Summer Outlets with Peroni Nastro Azzurro offerings, mainly fencing a group of Style Seekers in the city. Diving into their target behavior leveraging dentsu proprietary tool – M1, we also identified that they’re passionate about life, albeit travel, art, or culture. Hence, unlike other usual OOH placements, we made a breakthrough to select a wall in Western Central area closer to Tai Kwun and PMQ this time to connect with premium drinkers who are always seeking for local excitements and leisure."

Jacqueline Law, business director of dentsu international Hong Kong, said: “We wanted to weave creativity, craftsmanship and media innovation in the campaign from the get-go, and we are fortunate to have found Kazy to bring this to life. We hope Hong Kong people can continue to appreciate and explore this city with style, and of course with a Peroni Nastro Azzurro along the way.” 

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