Culture has been in Gruppo Campari’s DNA right from the start. The ‘Campari’ name has always been associated with the world of art, design and cinema.
Gruppo Campari’s work for cultural and social development
Promoting and popularising culture also entails taking an interest in education and in human well-being. Gruppo Campari is aware of the needs of communities in the countries in which it has a significant presence and engages in the community involvement projects described below.
Galleria Campari opened in 2010 to mark the 150 years since the company’s foundation, and is an ultra-modern museum that can be visited free of charge; it is a dynamic, interactive and multi-media space, entirely dedicated to the relationship between the ‘Campari’ brand and the ways in which art and design have been used to communicate it.
What makes the gallery great is the unique and rich Campari archive, containing over 3,000 works on paper, original sketches, posters from the Belle Époque, handbills and advertisements from the early 19th century to the 1990s signed by major artists such as Marcello Dudovich, Leonetto Cappiello, Fortunato Depero, Franz Marangolo, Guido Crepax and Ugo Nespolo; commercials filmed by Federico Fellini and Singh Tarsem among others, and items signed by designers including Matteo Thun, Dodo Arslan, Markus Benesch and Matteo Ragni.
To visit the gallery is to immerse oneself in a major chapter in the history of advertising, entrepreneurship and nineteenth-century art; it received over 13,000 visitors in 2016, some 2,700 of these being students from Italy and abroad.
EXHIBITIONS AND DISSEMINATION OF CULTURE
In 2016, the Galleria Campari contributed to many events, some of them under the aegis of national and international initiatives forming part of the Museimpresa circuit. These included European Heritage Days, European Museum Nights and the Business Culture Week.
Galleria Campari organises short-term exhibitions, educational and research events and promotes publications on the history of corporate communication through art and design. It lends its own artefacts for display in other museums and supports third-party projects featuring material from the Campari collection; it also provides historical and critical advice.
It staged the multisensory exhibition ‘Bittersweet Symphony’, which attracted over 4,500 visitors between mid-October and the end of December. The interactive exhibits featured examples of figurative art as well as of the other arts, ranging from music to cinema, and from fashion to perfumery. Combining the arts and high artisanship, the exhibition allowed visitors to be active participants in an experience of discovery using all the senses: sight through contemporary art, cinema and theatre; hearing through many different genres of music; smell through hand-made perfumes; the taste buds through small appetisers, and touch through the various materials to be explored.
In 2016, Galleria Campari loaned some of its works of art to several major exhibitions, including:
- “La grafica per l’aperitivo” (‘Graphics for the aperitif’) at the Max Museum in Chiasso (Switzerland)
- “Il vetro per l’aperitivo” (‘Glass art for the aperitif’) at the Murano Glass Museum, Venice.
Moreover, the ‘Galleria Campari On Tour’ initiative made it possible to send the collection’s most iconic historical works to London and Sydney, making them accessible to a wider and international public. The ‘Galleria Campari’ smartphone app enables its users to learn more about the works on display, and the information it provides is always up to date.
The Campari Wall project is continuing through collaboration with major galleries specialising in contemporary art. During 2016, two installations were on display in an exhibition space within our headquarters, that serves as a showcase for Italian and foreign creative talent.
Finally, 2016 also saw our headquarters staff being encouraged to take an interest in the cultural activities promoted by the company and to take part in them, through recreational activities associated with the art works in Galleria Campari, one of which was the ‘Pausa-Pranzo- in-Galleria’ initiative (lunchtime gallery visits).
In 2016, Galleria Campari won, in the business museums category, the ‘Premio Gavi LA BUONA ITALIA’, which was endowed to recognise, highlight and reward good practice in promoting the international reputation of Italian wines and spirits. It also received a special mention in the Corporate Art Awards instituted by the LUISS Business School in Rome, which are intended to honour and support excellence in collaborative efforts throughout the world between the worlds of business and the arts.
The gallery, then, presents itself as a space associated with the brand, but also as a centre for research and cultural production, telling – through the histories of art, of advertising, of design and, of course, of the company – the story of how innovation is founded upon tradition.
Education and teaching
Aiming to reduce the gap between education and the world of work, the ‘La Buona Scuola’ (‘The Good School’) law (no. 107/2015) introduced a school-work alternation programme in Italy, making this mandatory for high schools and secondary educational institutions.
Campari Italia opted to support the project for three years from 2016 to 2019 in partnership with ELIS Consortium, which, since 2008, has been offering training programmes that network schools and businesses, with the aim of enabling the former to meet the latter’s needs by providing an education in line with trends on, and the demands of, the labour market. Working together with ELIS offers considerable advantages when it comes to liaising with institutions, managing communication with the participating schools, and training company staff.
Three employees, one from each production site, undertook training in how to pass on their quality, health, safety, environment and financial planning skills to young people. In the course of 2017, these ‘master mentors’ will conduct training sessions in schools and guide their students during on-site visits. Some of the pupils will then be selected to take part in summer training schemes and/or project at our Crodo, Canale and Novi Ligure sites.
Also in the context of the school-work alternation programme, around 250 students, following a visit to the Galleria Campari whose themes were the heritage and the history of advertising, and training sessions in the Marketing department, devised and demonstrated their own distribution and advertising strategies for the Crodino brand.
A similar programme has also been developed in the Group’s Brazilian offices, where, working together with local institutions, Campari do Brasil has helped promote and guide basic professional training by offering oneyear contracts to young school leavers.
In 2016, Gruppo Campari started working with BarAcca, a project run by the non-profit organisation ‘Handicap… su la testa’, which has been running recreational activities for young people with mental disabilities in Milan since 1988.
BarAcca is an attempt to integrate these young people into society and help them develop their own capacities through instruction from a mentor. The association has opened its own bar in Milan, aiming to offer people with disabilities experience of a working environment and provide training activities.
Gruppo Campari intends to support this initiative not only by providing it with promotional material and its products, but also through the involvement of the Campari Academy in its training activities. The professionalism of the Academy’s bartenders will enable them to share the tools and skills of their trade with BarAcca’s young people and so help to break down the social barriers that stand in the way of their future entry into the world of work.
Negroni Week is still being promoted, for the fourth year running, in collaboration with IMBIBE magazine. Launched internationally in 2015, the initiative ran from 6 to 12 June with the aim of raising funds for charities.
Bars, restaurants and retailers in 60 countries were involved and encouraged to donate part of the sale price of the historic cocktail to charitable causes.
Participants: over 6,000 traders, 35% more than in 2015. The campaign has been a success thanks to the high level of participation and has raised US$ 380,843. As in 2015, the top fundraiser is again New York’s Grand Banks restaurant, raising a total of US$ 11,158, which continued to fund the non-profit organisation, The Maritime Foundation.
Social media have again played a crucial part in the campaign, reaching over 153 million impressions of #Negroni- Week and over 21,000 uses of #NegroniWeek used on Twitter over the course of the week.
The company’s charitable efforts
Among the local community activities in which Gruppo Campari employees are directly involved is the ‘Natal Vermelho’ (‘Red Christmas’) project promoted by Campari do Brasil.
For Christmas, as they have done in past years, employees in Alphaville, Sorocaba and Suape will be offering urgently needed items such as hygiene/ sanitary products to institutions and NGOs running social solidarity projects; they have also chosen to play an active part in these by giving up some of their working hours to entertain and play with disadvantaged older people and children.
Campari America, working together with the popular San Francisco food blog Tablehopper through the #SFAmatrice initiative, has helped to raise funds for the victims of the tragic earthquake that struck central Italy on 24 August 2016. This was done through a benefit event organised in a celebrated Italian restaurant, at which over 200 guests donated more than US$ 25,000, destined for the citizens of Amatrice, one of the sites hardest hit by the quake.
Similar charitable activities:
- Donation for the benefit of the families of the victims of the attack on the Pulse nightclub, Orlando;
- Collection of over US$ 80,000 from City Harvest’s Summer Dinner Series; this money is used to provide food for at least a month to 11,400 people in need.
Campari America employees have also offered their voluntary services to many projects supported by non-profit organisations, such as SF-Marin Food Bank for the distribution of food to the needy and Habitat for Humanity, which supports San Francisco’s lowest-income families.
During 2016, Camparistas in Jamaica were involved in the following projects:
- ‘Blood Drive’, promoting the donation of blood;
- ‘Sigma Run’, a road race raising funds for the Jamaica Cancer Society and the paediatric unit at the Black River Hospital;
- ‘Labour Day’, in which they redecorated the classrooms at the Newel High School and Mountainside Primary School.
The Sydney, Melbourne and Brisbane offices and the Derrimut site ran the first ‘Christmas Food Drive’ to encourage staff, in the run-up to Christmas, to donate non-perishable food to OzHarvest, the main non-profit organisation authorised to distribute food products to the country’s poor.
Campari Australia has also decided to donate usable hardware belonging to the company but no longer used by it, to the ‘The Smith Family’ association to help disadvantaged families and to offer children free lessons in the proper use of IT equipment.
In order to foster more widespread awareness of diseases suffered by men, many Campari employees in Australia, as they had done before, took part in the 2016 ‘Movember’, a worldwide event in which men grow moustaches and encourage more and more others to take part in raising funds for the Movember Foundation.