Birra Moretti is launching a new global campaign to bring to life its Italian heritage by promoting the joy of simple pleasures – good beer, good food and good company.
The brewer was founded in Udine in 1859 and is now be owned by Heineken but that does not mean its roots have disappeared.
To bring this attitude of enjoying the simple pleasures in life to a global audience, Lucky Generals has devised a multi-platform campaign across films, stills, social and digital activity as well as festive and seasonal activations for the main brand and its zero variant.
“Enjoy Life’s Simple Pleasures” comprises two films, directed by Sam Pilling at Magna. “Chairs” is the story of a group racing up a hill with their chairs to enjoy the sunset with a beer. The second film, “Pull up a chair”, celebrates the beer itself, telling the story of a man who cannot find a place to sit, so he goes home and gets his own armchair so he can truly savour his Birra Moretti.
Birra Moretti global brand lead Sam Fielding said: “In a world that’s increasingly busy, noisy and complex, we look to Italy, where life’s greatest pleasures are often the simplest – good food, great company, and a beautifully crafted beer.
“True to our authentic Italian roots, our new global campaign playfully brings this idea to life, sharing the simply joy of connecting with your favourite people and enjoying a Birra Moretti in a beautiful Tuscan setting.
“Birra Moretti invites you to slow down, pull up a chair, and savour the moment. Enjoy Life’s Simple Pleasures.”
Lucky Generals creative director Gareth Morgan added: “Birra Moretti is here to remind us all that in an increasingly confusing and complicated world, pleasure is, well, simple. Your best mates, ice cold beers, some antipasti and a sunset. What else do you need?”
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