Wonderful Things and Allora Drinks stand out from the crowd with new work
Independent creative studio, Wonderful Things, has created Allora Aperitivo al Limone’s first UK DOOH campaign in time for National Spritz Day (1st August), championing the award-winning spirit brand’s signature serve the Allora Limone Spritz..
‘Non Per Tutti’, translated from the Italian as ‘Not For Everyone’, features a set of juxtaposed scenes, framing the brand as a choice for those who want to stand out from the crowd.
Executions include an image of an Allora Limone Spritz standing out amongst an endless array of nameless orange spritzes, shot by production house Pear & Sons, a disembodied hand shooting up from the Italian sea, protecting a bottle of Allora, evoking the playful Stevie Smith poem, Not Waving But Drowning and a local Nonna and Nonno on the beaches of Prodica, where Allora source its unique ‘bread’ lemons.
“Our ‘Non Per Tutti’ approach is a brand ethos, and this DOOH national campaign grows from the digital social executions we began in April,” commented Dom Dalton, co-founder of Allora and former MD of TRIP.
When the founders saw Aperol acknowledge its market dominance with an ad campaign launched in May that read 'L'unico. Per Tutti/The one. For Everyone', they knew they were on the right track.
“The campaign isn't a response, but the varying sentiments couldn’t be more accurate. Aperol has done an amazing job of building the category and making spritzes mainstream, but we want to do something different with Allora, in the way we make and talk about the liquid, a nuanced brand world and our signature serve.”
Allora is heading into its second year, already partnering with brands including Curzon Cinemas on the launch of the critically acclaimed film, ‘La Chimera’, worked with Spotify for events at the Cannes Lions Festival of Creativity, sponsored a fashion pop-up in Florence at Pitti Uomo with Scott Fraser Collection and had an OOH campaign go live on the island of Procida, taking over the island’s only billboard.
Like many brands created by founders in advertising, building the right audience is everything. Jamie Mancini, a co-founder of Wonderful Things, is also a co-founder of Allora Aperitivo al Limone and oversees all creative and brand marketing. “The ‘Non Per Tutti’ campaign encapsulates how we want Allora to be perceived as a brand - one that offers something different - an invitation for the hospitality industry and consumers who want a new brand to engage with, whilst understanding that the product and brand world isn’t going to be to everyone’s taste.”
Wonderful Things has worked alongside the Allora team since its inception, developing the branding, website, adverts and Direct-to-Consumer offering.
The campaign launched on Thursday 31st July and ran over National Spritz Day. The DOOH was across 30+ locations surrounding key bar, restaurant and pub listing locations nationwide, with a focus on London; including Shoreditch, Hackney, Richmond, Soho and Putney, as well as in the Greater Manchester and Sale areas.
Credits
Allora Aperitivo al Limone
Dom Dalton, co-founder, General Manager
Jamie Mancini, co-founder, Creative & Brand Director
Holly Hunt, co-founder, Strategy Director
Jen Dalton, co-founder, Product Director
Becky Wyndham, Financial Director
Jacob Wood, Events Manager
Jade Blanchette, Prestige Account Manager
Wonderful Things
Grace Francis, co-founder
Katy Collins, co-founder
Jamie Mancini, co-founder
Production
Luke Pearson, Pear & Sons - Creative Director
Stef Paiu, Pear & Sons - Photographer
Sophie Knight - Freelance Photographer
Media Space
CASSie
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