The Brave New Now's Aperol Campaign Turns Daily Commuter Blues to Orange

Aperol’s new digital outdoor campaign is turning London and Manchester city centres orange and brightening commuters’ days by tapping into the mindset of its audience. Daily refreshed messaging highlights the emotional connection that we all have with different days of the week. 

The outdoor campaign, created by The Brave New Now, is the first in a series of summer activities supporting the brand’s new communication platform ‘It Starts With Aperol Spritz’ highlighting its position as the first drink of the evening. The campaign integrates with social media and aims to deepen the brand’s emotional connection with consumers as they journey through their week, towards the weekend. 

Founded by Hazel Livingstone, Roger Leebody and Gillian Glendinning, The Brave New Now is built on over 50 years’ collective experience in advertising and has a refreshingly straightforward, no ego approach. 

The agency’s mantra is to ‘work hard, fast and smart’ and it’s clearly paying off, with a steady flow of new business wins this year. The Brave New Now was awarded Gruppo Campari’s key Aperol account in the UK following a pitch process conducted at the end of 2014. 

Hazel Livingstone CEO stated: "We are delighted to have this opportunity to build the Aperol brand in the UK. Deepening emotional connections between consumers and brands can be quite a challenge in today’s fragmented media landscape, but we’re hopeful we’ll succeed with this campaign and that we’ll bring a smile to commuters’ faces and brighten their working week. We’re looking forward to helping the Aperol brand seize an even greater share of the dynamic UK drinks market in 2015.”