Livin' La Dolce Vita with Peroni

Fast growing Italian premium beer brand Peroni Nastro Azzurro recently launched an innovative and interactive consumer campaign designed to communicate Peroni's quintessential relationship with Italian style and to immerse consumers in the paparazzi experience, as originally created by genius filmmaker Federico Fellini in his 1961 masterpiece La Dolce Vita.

Teams of photographic students across the country roamed the playgrounds of South African modern sophisticates, capturing paparazzi moments of effortless style, living La Dolce Vita with Peroni.

La Dolce Vita was a cinematic and cultural landmark in so many ways, the conduit to the spread of Italian style globally, and the creation of what we know today as the paparazzi – capturing celebrities and modern sophisticates in moments of elegance and effortless style. Peroni last year launched its commercial homage to La Dolce Vita which also starred South African model Landi Swanepoel.