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Peroni. Passaggio.



Peroni is an Italian beer that takes pride in its heritage and style.


To create an in-venue activation that would drive consumer engagement and awareness of Peroni’s sponsorship at four different events. Our challenge was to create a premium experience that would surprise and delight whilst also generate a clear consumer takeaway: “Peroni is Italian style applied to beer”.



The word ‘Passage’ may have different meanings but in every sense it conjures imagination and intrigue. Whether it is the pathway to a loved one, a hallway with a thousand paintings, or the road to an unknown destination, the very meaning of the word takes you on a journey. We decided to take our audience on a passage to Italy via Peroni as our guide.


The instillation was so successful that it is now integral to Peroni’s traveling ad campaign, launching all across Australia and the United States.


Peroni Passaggio installation front viewText on thumbnails of Peroni Passagio installationWoman looking into Peroni Passagio mirrorPeroni Passagio compilation of men standing in front of mirrorPeroni Passagio woman taking photo in installationPeroni Passagio two women in installationMan and woman laughing in Peroni Passaggio installation

Peroni installation man and woman in ItalyPeroni installation man and woman Italy fireworksPeroni installation man and woman in front of pool in ItalyPeroni installation man and woman in front of stone house in ItalyPeroni installation sketch of columnsPeroni installation sketch of walls with woman with annotationsPeroni installation mirror sketch with annotationPeroni installation sketch with measurementsComp up of Peroni Installation with woman in front of mirrorPeroni installation men in front of mirror fireworksWall consturction for Peroni installation Completed Construction of Peroni InstallationCables behind wall in Peroni InstallationPeroni installation wall being paintedMan looking into mirror with sunglasses in Peroni installationCompilation of Peroni Passagio Italian Scenes