When a Six Nations rugby match ends, the players of the two national teams socialize drinking together as a sign of fair play and the so-called “third half” officially begins. We developed an idea inspired by this consolidated ritual in the world of rugby. Birra Peroni (the most popular Italian beer, the Italian official sponsor of the Italian Rugby National team and of the Third Half Event at the SixNations) symbolically exchanged its traditional glass with one of his main competitor: Guinness beer (the main international sponsor of Six Nations) before the game played at the Olympic stadium in Rome. And after a few hours, Guiness spontaneously switched the glass as well. The symbolic exchange took place on Facebook and Instagram, and saw the participation of the two beer brands to promote the noble values of sport and inviting fans to join the Peroni Terzo Tempo Village.
Creative Director:Manuel Musilli
Associate Creative Directors:Leonardo Cotti, Ignazio Morello
Client Service Director:Lucia Lafuenti
Team Account:Carolina Cenci, Alfredo Mosca
Marketing Director Peroni:Francesca Bandelli
Marketing Manager Peroni:Marina Manfredi
Senior Brand Manager Peroni:Camilla Cicerchia