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Fred de Pontcharra : Campari


An intelligent and successful advertising campaign against a background of containment.

It happened with these pictures of Fred de Pontcharra for Campari.

Sublimate establishments at rest, give a new place to owners of establishments and bartenders. This is what animated Campari in the design of this series shot in Paris, in just a few days, in the heart of eight establishments then closed to the public and which opened their doors wide, with a smile and the desire to share what drives them: the bond with their customers, the good reception.

At the origin of the project: the desire to put an artistic aesthetic on the forced rest of hotels, bars and restaurants and to emphasize the dignity, the passion, of the bosses for their profession. For the photographer: “It is above all about witnessing a period, with an artistic portrait approach. The tone is not documentary, and in no case deliberately borrows from nostalgia, even if sometimes the current situation permeates its interpretation. I was interested in capturing the dimension of a completely empty establishment with fairly large frames and integrating two characters: the bartender or the owner of the place and a Campari cocktail. Far from the codes of display, the idea is rather to build a table, a scene that everyone can interpret as they wish. ”

Here they are !

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