Ceres - La nostra strada

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Ceres beer debuted in Italy in 1963, in the small streets of Genova, and it quickly became the most “street beer” ever. That’s why its new positioning is LEGGENDE DI STRADA DAL 1963 // STREET LEGENDS SINCE 1963.

For Ceres’ 60th anniversary, we wanted to celebrate the brand and what it represents for its target through a commercial in which the street is the undisputed protagonist, seen not only as a physical place but also as a metaphor of the path that unites us all, the journey in which we discover who we are and who we want to be.

All this translates into a timeless ensemble film, with almost a documentary approach, in which different generations can recognize themselves and also rediscover the authenticity of the brand, which has lived each of these moments with them, feeling what the protagonists feel. The result are some very sincere scenes, in which the iconic Ceres' bottle becomes one of the actors, putting all of itself into it. Sometimes literally.

The entire commercial was shot on film and the editing is punctuated by an iconic Italian soundtrack: "Ragazzo di strada" by I Corvi, a song that celebrates all those people, seen by the middle-class as “no good”, who are actually proud of their diversity, because only in this way they can always be true to themselves. The song was then mixed with some phrases recorded on set by interviewing the protagonists of the film, who were asked what the street meant to them to reinforce the concept that "The street made us what we are today".