A daring smuggler and a posse of mischievous nuns are the stars of a major new ad campaign for Menabrea.
The beer, which is distributed in the UK by C&C Group, was founded in Italy nearly two centuries ago.
A new short film for the brand returns to the countryside around the beer’s home town of Biella in northern Italy.
It focuses on ‘La Contrabbandiera’ – or ‘The Smuggler’ – as she traverses the countryside with her Menabrea contraband tucked into her sidecar.
Captured and imprisoned, she is subsequently freed by an intrepid group of beer-drinking nuns.
The film, created by Ark Agency and produced by ArtClass, was launched into Everyman cinemas across the UK, as part of a sponsorship campaign with the cinema chain, as well as on social media, with further activity planned for the near future.
“Not every Italian icon needs to shout about itself,” said Menabrea senior brand manager, Eleanor Quigley.
“For more than 180 years, Menabrea’s story has been rooted in Biella, a small Alpine town in northern Italy that’s a world away from the Italy most people think they know.
“We wanted this campaign to have a knowing wink to it, celebrating the joy of discovering something brilliant before everyone else does. Ark and ArtClass brought that idea to life beautifully, creating a film that feels less like a beer advert and more like an invitation to uncover one of Italy’s best-kept secrets.”
Xander Hart, creative partner at Ark, said contemporary beer advertising has ‘become one long ad’.
“The golden-hour terrace, the interchangeable friends, the perfect pour glistening in the sun, and probably David Beckham somewhere in shot,” said Hart.
“Menabrea saw that too, so when we set out to make this film for their Everyman sponsorship, we agreed early: it had to behave differently.
“What followed was a genuinely collaborative process with Nalle Sjöblad and the team at ArtClass.
“We’re proud of what we’ve made together. A film that pulls Menabrea out of the category clichés and back toward the golden age of beer advertising.”
