Celebrating the Essence of Venice
Aperol is set to illuminate the lesser-known narratives of Venice, a city celebrated for its picturesque waterways and iconic bridges, through an innovative initiative powered by Google technology. While the well-known landmarks are frequently captured, it is the warmth and inviting nature of the locals that truly define the Venetian experience. This underappreciated aspect of the city is the focus of Aperol’s new campaign.
Introducing ‘Life View’
In an effort to showcase the authenticity and vibrancy of life on the hidden side of Venice, Aperol has launched ‘Life View,’ an interactive feature hosted on Google Maps Street View. This initiative enables viewers to traverse previously unseen waterways, exploring the heart of Venice from the comfort of their own homes. The ‘Life View’ offers an immersive experience, utilising state-of-the-art 360° footage that captures spontaneous moments of connection and joy among the residents.
A Journey Through Venetian Life
The interactive content showcases local interactions, highlighting how Venetians nurture their relationships with one another through shared experiences. The footage begins with Terrazza Aperol’s Head Chef Samuele Silvestri and Sous Chef Andrea Dei Rossi as they embark on a picturesque journey along an obscure waterway to source fresh produce from local supplier Donna Gnora. The genuine camaraderie between locals is depicted at eye-level, creating an engaging narrative that invites viewer participation.
Preserving Tradition in a Modern World
Beyond traditional gondola rides, the ‘Life View’ footage reveals the dedication of generations of Venetians in maintaining the artistry of gondola craftsmanship. Benedetta and Aldo Reato from the Gondolier Association, alongside current president Andrea Balbi, share their daily experiences navigating both well-known and hidden canals. They also visit artisan Lorenzo della Toffola at Squero San Trovaso to provide insights into the meticulous methods of restoring and repairing gondolas.
Artistry Meets Sustainability
The initiative highlights the talents of local artist Roberto Beltrami, who is the visionary behind Wave Murano Glass. He unveils a stunning art piece crafted from 40 recycled Aperol bottles, demonstrating the rich artistic heritage of Venice. This initiative highlights Aperol’s commitment to sustainability while celebrating the talent of local artisans.
Aperol’s Connection to Venice
Aperol’s deep-rooted relationship with Venice began in 1919 when founders Luigi and Silvio Barbieri introduced the vibrant orange aperitif at the International Trade Fair of Padova. The drink quickly gained popularity among local bars, becoming synonymous with the aperitivo culture and the city’s convivial atmosphere.
A Commitment to Celebration
Campari Group Chief Marketing Officer, Julka Villa, expressed pride in the initiative: “Venice, the birthplace of the aperitivo culture, is central to Aperol’s heritage. This campaign allows us to honour the city and its people, going beyond the typical Instagram portrayals to showcase the joy and richness that await exploration beneath the surface of its renowned waterways.”
Exploring Venice Like Never Before
Filmed using Insta360 Pro 2 cameras in stunning 8K 3D VR, the Street View content captures intricate details in every direction. Viewers can also navigate an interactive map featuring 360° content and geo tags, revealing hidden gems and local narratives, bringing the spirit of Venice into homes worldwide.
