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Italian Icons

Agency: Athena – Canada.

Client: Campari.

The Challenge: to support the Campari brand portfolio globally by leveraging the Italian provenance & heritage the individual brands all share, thereby creating a sense that the Campari brands, as a group, constitute the authentic Italian experience when it comes to beverages.

Methodology: Semiotics of Culture. Performance: Identification of a set of cultural themes - codes -  to be used to express “Italianity”, as well as consistent signs and symbols, like colours, imagery, and language. Providing a guide on how to bring the territory to life in a contemporary,

non-clichéd way.  


Semiotics looks deeply at the signs related to a brand or category and their meanings in a culture. It’s a form of cultural analysis rooted in linguistics, anthropology, and literary criticism.

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