Community involvement 2017
Culture has been in Campari Group’s DNA right from the start. The ‘Campari’ name has always been associated with the world of art, design and cinema
Campari Group’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, a veritable cross-cultural heritage, 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 creativity, advertising, entrepreneurship and twentieth-century art; it welcomed over 14,000 visitors in 2017.
In addition to its own permanent collection, Galleria Campari organises short-term exhibitions and educational and research events, and also promotes publications on the history of art and design. It lends its own pieces for display to other museums and supports external projects featuring material from the Campari collection, providing historical and critical analysis.
DISSEMINATION OF CULTURE AND EXHIBITIONS
In 2017, 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 (which formed part of the Museimpresa national circuit). The gallery also contributed to the programming of various cultural initiatives staged by the Milan municipal authority, including Milano Photo Week and Museo City.
Exhibitions at Campari headquarters
From 24 May to 23 September 2017, the exhibition ‘Bike Passion. Dagli Album Campari una storia a due ruote’ (‘Bike Passion. A story on two wheels from the Campari Albums’) was open to the public, attracting around 3,000 visitors. The exhibition offered visitors the opportunity to immerse themselves in a fascinating chapter of the history of Campari, a brand that has witnessed the changing customs of Italy, by recounting, in a kind of travelogue, the country’s deep sporting passion for some of Europe’s most famous cycle races.
From 7 December 2017 to 18 February 2018, ‘Bike Passion’ became a travelling exhibition, stopping off at the Museo dei Campionissimi (Museum of Champions) in Novi Ligure (Alessandria). In 2017, Galleria Campari also loaned some of its artworks to a number of major exhibitions, including:
- the Magnani Rocca Foundation, Parma, for ‘Depero il Mago’ (‘Depero the Magician’) and ‘Pubblicità! La nascita della comunicazione moderna 1890-1957’ (‘Publicity! The birth of modern communication 1890-1957’);
- The Salvatore Ferragamo Museum, Florence, for ‘1927. Il ritorno in Italia’ (‘1927. Return to Italy’)
In 2017, Galleria Campari launched a three-year collaboration with Artissima, International Fair of Contemporary Art, Turin, via the creation of the Campari Art Prize. The art fair is one of the most important in Europe and was visited by over 52,000 people in 2017. The winner of the 2017 award was Sári Ember (a Hungarian artist born in São Paulo in 1985). The artist was selected based on her research of the evocative power of storytelling, the dimension of communication and the narrative impact of her work. Sári Ember will receive a cash award and, in 2018, will have a solo show with a dedicated budget, the first in Italy, at Galleria Campari.
Finally, to nurture headquarters-based Camparistas’ interest in the cultural activities promoted by the company and involve them, the Group continued, in 2017, with the recreational initiative associated with the art works in Galleria Campari, ‘Pausa-Pranzo-in-Galleria’ (‘Lunch Break in the Gallery’). Communications about content and the behind-the-scenes activities of Galleria Campari were also strengthened, using Yammer, the company’s social network.
The Gallery therefore presents itself as a space associated with the brand, but also as a centre for research and cultural production, which cements the relationship between Campari and contemporary art, making the latter part of its daily business and communication with the public.
Negroni Week is still being promoted, for the fifth consecutive year, in collaboration with IMBIBE magazine. The aim of this initiative, which has been taking place internationally since 2015, is to raise funds for charities and NGOs. 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 7,700 traders, 28% more than in 2016. High levels of participation ensured the campaign was a success, with USD 537,000 raised. The Kettner Exchange of San Diego (US) was named top fundraiser, having raised over USD 6,000. The US, Germany, Argentina, Canada and Greece were the five countries with the highest number of participants.
Social media have again played a crucial part in the campaign: ‘Negroni Week’ received over 17,000 online mentions and the related hashtag was used more than 5,000 times on Instagram.
JOY SPENCE APPLETON ESTATE RUM EXPERIENCE
With the new Appleton Estate Rum Tour, now renamed the Joy Spence Appleton Estate Rum Experience (JS-AERE), after Master Blender Joy Spence, Campari Group has again demonstrated its commitment to contributing to Jamaica’s economic and tourism development. Inaugurated for the first time in 1988 in St. Elizabeth, Nassau Valley, the Appleton Estate Rum Tour tells the story of rum and its unique production process via guided tours and tastings. Based on the Group’s recent investment in restructuring and expanding the facilities, totaling over USD 7.2 million since 2012, and the future upgrade of the rail line, JS-AERE has set itself the objective of quadrupling its visitor capacity to enable it to welcome over 200,000 tourists a year in its 26,000 square metres. There will certainly be opportunities to partner with the local communities as a result of this development.
The Company took the opportunity at the Global Procurement Meeting in June 2017 to carry out a corporate volunteering initiative along with volunteers from Legambiente. In this initiative, a number of Camparistas assisted with the creation of an urban garden in a Milan suburb, thereby helping to reclaim an unused and abandoned space and returning it to the residents. Apart from promoting the protection of urban green spaces and a healthy way of eating, the concept of urban gardens makes a positive contribution to social cohesion and helps improve citizens’ quality of life.
The collaboration with Banco Alimentare continued this year, with the Company donating a plentiful supply of Crodino packs to the food bank. The Company then carried out a similar initiative, donating another substantial number of packs of Crodino and Lemonsoda to the ‘charity supermarket’ SoliDando. A completely innovative project made possible by the involvement of foundations, companies and volunteers, the charity supermarket can be accessed by over 300 families.
The French office has started a partnership with Groupe People&Baby, an organisation providing assistance and services for children. In addition to ensuring access to over 1,000 nursery schools, Groupe People&Baby provides an innovative educational offer and sustainable and organic children’s food based on food traceability. Parents can monitor the activities of the nursery through a dedicated platform, via which they can, for example, download the daily menu or contact the nursery’s staff directly. Furthermore, to promote the work-life balance, a French concierge service is being offered to Camparistas in France, including ironing and tailoring services, preparation of paperwork, postal delivery and collection services, telephone repairs and a car sharing service.
For several years now, Campari America has been developing and disseminating on social media its ‘#Spirited’ series, in which bartenders convey messages of responsibility: #SpiritedWomen highlighted the role and added value brought by women who work in the spirits sector; #SpiritedPride emphasised the positive impact that the LGBT community has had and continues to have on our sector. Publicised in 2017, #SpiritedConnections focuses on socially responsible baristas who, by integrating sustainability into their daily work, have created eco-friendly bars and premises with a low environmental impact.
Campari Argentina has started a partnership with Techo, a non-profit organisation that provides support to families living in extreme poverty in Latin America and the Caribbean. Some Camparistas have participated as volunteers in the construction of a house in Buenos Aires for a low-income family. The activity provided an excellent opportunity for team members to interact with each other, promoting critical reflection and offering a concrete way of mitigating poverty.
In South Africa, Campari Group employed 20 people with disabilities for a four-month period as part of a project called The Altitude Programme, developed in collaboration with The Altitude Group, a company that specialises in providing work opportunities for people with disabilities.
With the ‘Campari Workplace Giving’ programme, Australian employees can make donations to charitable institutions of their choice through a salary deduction scheme. This Campari Australia initiative is part of the ‘Australian Charities Fund 1 Million Donors’, a national programme aiming to reach one million donor employees by 2020.