Amaro Montenegro
Where There’s Friendship
Amaro Montenegro
Where There’s Friendship
Where There’s Friendship
How a commercial became a national news story
Amaro Montenegro has always been known as “the amaro of friendship” — a concept deeply rooted in collective imagination thanks to iconic campaigns and a distinctive tone of voice.
For its 140th anniversary, the brand chose to partner with us once again to reinforce this value, celebrate the ritual of sharing a drink, and support sales through a media launch capable of making the spot truly memorable.
The challenge was as fascinating as it was complex: turning a commercial into the news of the day! Not just a cinematic film, but something that could become truly “memorable,” especially considering the brand’s strong history on mainstream channels (including TV).
At the same time, we had to work with two exceptional figures — Francesco Totti and Luciano Spalletti — enhancing their personal story while overcoming past tensions.
It almost seemed impossible… but we didn’t stop there.
We built a strategy based on anticipation and unexpected twists. It all started with a letter that began circulating, inviting people to a mysterious event in Milan.
Then we fueled the conversation, creating curiosity and buzz. The key moment? The reunion between Totti and Spalletti, which turned the campaign into a true media event.
The result was a story that went beyond advertising and became news, with Amaro Montenegro once again at the center of a narrative about rediscovered friendship that captured the attention of the entire country.
Awards
Integrated Campaign
Food & Beverage
