Parla Piano: Campari Creates an Enigmatic Night at a Secret Location in São Paulo

In celebration of the world’s most consumed cocktail, the negroni, Campari hosted a mystifying night of no cell phones, internet connection, or traditional drink menus — all of the elements that evoke the atmosphere of a bar. For entry to this exclusive experience, it was not possible to purchase tickets or use any available means of payment — instead, one had to participate in São Paulo’s Negroni Week, a global week dedicated to the tried and true drink.

To engage in this immersive activation, the first necessary step was to participate in a coin-collecting activation, which could be redeemed by visiting the official establishments participating in the 11th edition of Negroni Week. Coinciding with each coin, participants found a QR code that granted access to an exclusive NFT from each participating bar, through the Campari Blockchain app. Once obtained, the top 100 collectors of the different NFTs had the privilege of participating in the experience with a companion.

Passion was the guiding force behind the entire Parla Piano experience as it was held in a classic and secret location, an environment that was brimming with creativity and artistry. “This initiative transports our consumer back to the 1920s, the ‘prohibition era,’ shortly after the creation of the Negroni. A sensory and artistic experience that connects stories of passion and mixology,” explains Vinicius Löw, Marketing Director of the Campari Group in Brazil.

A complete and intriguing sensory immersion with its own rules dictated by secrecy, the identity of all participants was kept under wraps. To conceal each attendee, everyone wore masks provided by Campari. Taking photos or recording videos was not possible. In order to connect with the experience, one was required to disconnect from the internet. Additionally, there was no need for guests to worry about ordering the perfect drink — the brand took care of everyone with specialty cocktails and entertaining surprises.

Parla Piano took place between September 25th and October 1st. Extending the initiative, during the week following Negroni Week, there were two daily sessions where attendees could discover the origins of the Negroni. These sessions bring fans and consumers closer to understanding that the secret of the classic drink began with Campari — and the rest was history.