One of the most successful and important annual projects in the spirits sector. Every year the new challenge of making the brand known to new consumers is raised, CREATING A LIFETIME EXPERIENCE.
Millennials see the future with disaffection, but the Generation Z people, frankly don’t about the future: neither is expected or wanted. Their mantra is that you have to live life: the only thing that exists is the present. Inspired by the “Nowism” movement, we decided to capitalize on the current trend and create the DESALIA LIVE NOW concept: The ultimate expression of “Living in the moment” in an experience as aspirational as ephemeral, with moments as valuable for their experience as for their digital projection. A concept that delves into the roots of the brand and its leitmotif “Live Now” with more meaning and greater strength than ever. The first challenge was to find a location. We traveled more than 1,400 km to locate the perfect site. A luxury resort and an exclusive beach. Then we shifted our focus on another crucial aspect of our strategy: the selection of influencers, youtubers and celebrities closest to the target audience to maximze the calling and the experience itself.