Category Breaking

The founder of The Black Arts Company, Ian Cassie, was at the heart of the highly successful global launch of Peroni Nastro Azzurro.

He came up with the “Italian Style” brand positioning as well as creating and directing the ground-breaking Cinema commercials. Experiential marketing, then in its’ infancy, included the world’s first “Pop-up Shop”. Probably the best decision was the Peroni beer glass that helped drive dramatic volume increases of what became the highly profitable global premium beer brand.

Having sold his agency, along with the asset of the Peroni advertising account, he, and The Black Arts Company were persuaded to make one last Cinema Commercial. “Never go back” they say, clearly good advice but he did and in very difficult circumstances created and directed “Anniversario” to celebrate the brand’s first 50 years.

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