Campari is an iconic global brand known for inspiring passion and creativity and championing the arts. Africa is one of the biggest markets in the world for Campari, and while the brand has built a large, loyal following in Nigeria, it needed to connect with a new, young audience of fans to remain relevant and continue to grow across both west and east Africa. 

Africa is a cultural force driving world trends, especially through the global prominence of afrobeats. We tapped into the burgeoning creative culture of the continent in partnership with its biggest cultural channel, MTVBase, for the launch of Campari Passion Project - a platform putting a spotlight on the rising stars of music, film and fashion through the medium of Music Video, a critical tool for new artists to get noticed and a format that is the driving force behind new ideas and trends in film and fashion too.

Then, we gave fans the chance to be stars themselves, by showing their own passion and skills for the opportunity to stand shoulder to shoulder with their icons, as featured extras on set. 

Africa is a cultural force driving world trends, especially through the global prominence of afrobeats. We tapped into the burgeoning creative culture of the continent in partnership with its biggest cultural channel, MTVBase, for the launch of Campari Passion Project - a platform putting a spotlight on the rising stars of music, film and fashion through the medium of Music Video, a critical tool for new artists to get noticed and a format that is the driving force behind new ideas and trends in film and fashion too.

Africa is a cultural force driving world trends, especially through the global prominence of afrobeats. We tapped into the burgeoning creative culture of the continent in partnership with its biggest cultural channel, MTVBase, for the launch of Campari Passion Project - a platform putting a spotlight on the rising stars of music, film and fashion through the medium of Music Video, a critical tool for new artists to get noticed and a format that is the driving force behind new ideas and trends in film and fashion too.