Peroni launches ‘Passaggio’ for Sydney’s Mercedes-Benz Fashion Festival via Reborn

Peroni, the exclusive beer of Sydney Mercedes-Benz Fashion Festival has launched ‘Passaggio’ – a unique installation which captured the true style of the Peroni brand via creative agency Reborn.

The innovative experience took the consumers at MBFFS on a journey, transporting them to Italy so they could experience the essence of Italian style. The objective of the installation was to visually surprise and delight the viewer by encouraging them to interact with the Peroni brand in an effortlessly styled environment.

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Says Richard Oppy, general manager, Peroni: “We wanted to treat our audience to a surprising Italian experience. When Reborn presented the Passaggio concept we immediately knew we were onto something.”

‘Passaggio’ took consumers on a journey through a selection of iconic Italian locations, coupled with talent that was shot in Italy to create the perfect Italian style experience.

Says Enrico Penzo, Reborn’s creative technologist: “We loved seeing an idea come to life, especially when it involved an interesting remix of existing technologies. This particular execution required several iterations and tweaks to create an immersive experience where technology played an important role without being overpowering. Seeing the reactions of the audience and their transparent feeling of being transported elsewhere was the best reward for everyone involved in the project.”

This is the second commercial project from the Thinkerers, Reborn’s innovation and invention collective with more projects in the pipeline.

Peroni is proud to announce ‘Passaggio’ will tour the country with subsequent experiences to be held at future fashion events and at the launch of Lavazza Italian Film Festival in Melbourne.

Creative Agency: REBORN

Video Production: Souldesigner