Adverteam brought Campari Soda’ #SenzaEtichette (no labels) aperitivo to Milan Design Week through a branded tram and unexpected afternoon DJ sets in two iconic local shops.
The objective was to bring Campari Soda back to Milan Design Week not only as a design icon, but as a pop culture icon and as an expression of an aperitivo centered on authenticity, with the aim of bringing the brand closer to a younger target. For this reason, we chose to take over places that represent everyday city life. A single-car tram and two historic Milanese shops became urban stages to create a unique brand experience. Participants were invited to live the #SenzaEtichette aperitivo as a moment of authenticity, fun and memorability, discovering the iconic product designed by Depero in surprising contexts. The expected impact was twofold: to strengthen the perception of the brand as a pop icon #SenzaEtichette, and to stimulate engagement through a direct, positive, and shareable contact, capable of consolidating the relationship with new generations.
To present Campari Soda as a pop and authentic icon, we overturned the traditional design approach: no longer exclusive venues, but everyday spaces. Milan Design Week became the occasion to inhabit the real city, where people truly live. The creative idea was born from a question: what if design was a shared experience, to be enjoyed over a drink? The heart of the project was a cultural provocation: “clubbing is dead” — or rather, reborn, with the phenomenon of “soft clubbing.” A branded tram brought the aperitivo on the move, with photo booths, artists, gadgets, and encounters. Two neighborhood shops — a greengrocer and a hardware store — were transformed into micro-clubs for “no labels” DJ sets. The format combined everyday habits and social rituals, blending the brand with urban identity. The innovation was to experience design not as form, but as relationship. Pop, authentic, accessible.
