Aperol spreads joy with new global campaign

Italian apéritif brand Aperol hopes to “bring people together” through a new global campaign and brand platform, called Together We Joy.

The campaign comprises multiple touch points and is centred on a video – called Never-ending Connections – that depicts the brand’s social connectivity.

Directed by French duo Greg & Lio, made up of directors Grégory Ohrel and Lionel Hirlé, the film boasts a music video theme, inspired by the pair’s music video experience.

The 45-second film is accompanied by the song Cut a Rug from the album Vomac, by American singer Myles Parrish.

It aims to communicate a “vibrant and joyful” mood and the realisation that everyone is part of a never-ending chain of connections.

Andrea Neri, managing director Italian icons and gin at Campari Group, said: “Aperol always puts people in the centre of everything and it’s no different in this film, using content created by the actors themselves to create the final video.

“Greg & Lio have done a brilliantly creative job of expressing the character of Aperol and the connectivity it brings to consumers, which is reflected in a visually engaging and memorable piece of content, which we are really proud of.”

Click the video below to watch Never-ending Connections.