CAMPARI
THE GRAVEYARD SHIFT
the challenge
Campari Group needed to lead at Portland Cocktail Week, not just show up. The ask: deliver both a high-energy bartender activation and a credible educational experience, each with a distinct tone, while keeping the brand story unified.
The experience needed to rally the trade, elevate the full portfolio, and balance immersion with authenticity, from cultural relevance at night to practical value by day.
the SOLUTION
SoHo created a two-part experience reflecting both sides of bartender life: the chaos and the craft.
By night, The Graveyard Shift transformed the Victorian Belle Mansion into a haunted, trade-driven experience, bringing real industry “scaries” to life through immersive environments, portfolio cocktails, and insider humor.
By day, Campari Academy hosted a workshop series featuring hands-on education, curated sessions, and brand-led storytelling in a premium learning environment.
Two distinct experiences, one cohesive goal: deepen connection with the bartender community by meeting them in both the art and the reality of their world.
THE HEADLINES
