Campari was born from its creator Gaspare Campari's relentless passion, where in 1860, he created a revolutionary liquid that has remained unchanged ever since. His bold vision and creative spirit, later carried on by his son Davide, laid the foundation for a brand that continues to inspire. From the outset, Campari has defied convention, pushing the boundaries of creativity and becoming synonymous with innovative advertising that has shaped its identity. The brand's embrace of art movements, like the dynamic and geometric style of Fortunato Depero's illustrative work, marked a pivotal moment in its visual communication, cementing its legacy as a cultural icon.
In the 1960s and 70s, illustrator Franz Marangolo took Campari's advertising to new heights with striking posters that captured the essence of the era. His illustrations, often inspired by Hollywood legends like Audrey Hepburn and Gregory Peck, portrayed the vibrant energy of modern urban life and leisure. As photography replaced illustration as the primary medium, such work became less, though Depero & Marangolo's art remains a testament to Campari's creative evolution, solidifying its place in the world of art and advertising.
So to be called upon, to follow in this tradition & be so fortunate as to produce work for Campari, of which I’ve remained thankful & proud of, I’ve began to see such involvement as historically important.
Photos: Oba Yusuke. 2024
Broadsheet wrote, “Now he’s (Mikey Freedom) answered a call from Broadsheet to create an artwork inspired by iconic Italian aperitif Campari – and you can win it” This first work was to be a poster, a giveaway - framed and presented for one lucky winner.
The poster’s subject was the celebrated Campari & Soda, it’s special bottle believed to have been created by Depero in 1932.
Click here to learn more >>BROADSHEET<< .
The Mikey Freedom x Campari Soda NFT
As time rolls by things can at times leave just as quick as they arrive, such was the NFT phenomenon. Like in times past, in gold rush eras, people start mining their hopes of striking it rich in as much as they toil for treasure.
I personally never put much stake in NFTs at the time, philosophically I was opposed to it I reasoned & never believed in its claims upon the future of art. In the right context it could be useful I thought, more a novelty, maybe even fun. It was just my way of thinking. So as it began to be explained to me, I could see it was becoming more tangible or at least usable, instead of sitting in someone’s digital wallet. So when the minds behind Art Aid & Authority Creative perceived an opportunity for a new use, I could see what was the possible? Enter Campari, & I would deliver the graphics. Culture Vault would transform this work of mine, animating something entirely special in the process - then scheduled to be dropped during Negroni week, thus the stage was set.
Here an NFT would be shared, though limited to only 100, giving the owner not only a token of entry but with also an array of perks that others would not have access to.
It’s worth explored upon entry rather its future speculation.
