Reborn launches Peroni partner with Italian photographer
Beer company Peroni has partnered with Italian photographer Giuseppe Santamaria.
The announcement:
Peroni Nastro Azzurro, official beer sponsor of Mercedes-Benz Fashion Week Australia has wrapped up a successful
collaboration with international fashion blog ‘Men in this Town’ as part of the festival.Men In This Town is a street style journal capturing men with a distinct look in their natural habitat. Giuseppe Santamaria, cofounder of Men in this Town, has been photographing the everyday man whose dress sense speaks volumes about who they are and has been credited as one of the biggest men’s street style blogs on Tumblr.
John Paul Wager, Head Of Content, REBORN said: “What has been really exciting for us is that Men in this Town is very much Australian with Giuseppe based out of Sydney but at the same time has an international flavour from his travels around the world. With Giuseppe’s background being Italian and his passion covering stylish men it presented us the perfect partner for Peroni during fashion week.”
“With Tumblr also being one of the fastest growing social media platforms championing content, it really helped us solidify the partnership with ‘Men in this town’ as a great opportunity to create highly targeted and relevant content for the brand. We wanted to stay away from standard advertising and create something stylish both from a content perspective but also in the environment it would live in.
The collaboration created by creative agency REBORN focused on ‘Men in this town’ capturing the week’s events as they unfolded. Presenting them through Giuseppe’s unique and raw street style photography daily via www.meninthistown.com/tagged/peroni and the Peroni Nastro Azzurro Australia Facebook page www.facebook.com/peroniau.
At the center of the collaboration ‘Men in this town’ created a series labelled “An Italian in Sydney” which captured an Italian’s lifestyle during the day through a series of photos and cinemagraphs.
John Paul Wager, Head Of Content, REBORN said: “The idea was to get Giuseppe to tell and showcase the Peroni Nastro Azzurro Italian proposition through a unique collection of visuals. This was the perfect collaboration, not only because of Giuseppe’ssense of style, but also for his work, which perfectly aligns with the brands core values of Italian style”
Source: Reborn press release.
