Challenge with Campari Group: final event

The finale of the “Think Pink, Think Different” Challenge brought creativity and innovation to center stage. Organized in collaboration between H-FARM College and Campari Group, this Challenge invited students to design bold strategies to connect Sarti Rosa—Campari’s iconic pink aperitif—with Gen Z and Millennial consumers.

For months, participants explored groundbreaking ideas under the guidance of Massimiliano Fusari, PhD (Program Coordinator at H-FARM College), and Erica Donolato (Associate Strategy Director at AKQA). The Challenge culminated in a thrilling final event where six teams presented their concepts to an esteemed jury: Teresa Previti (Global Senior Brand Manager, Campari Group), Giulia Ricci (Global Brand Manager, Campari Group), and Pilar Bazan (Human Resources Analyst, Campari Group).

The finalists showcased a range of innovative ideas, from art-inspired events to lifestyle brand collaborations, each reflecting strategic thinking, creativity, and a deep understanding of Sarti Rosa’s potential. Here are the six finalist projects:

Team Sarti e Chinotto
Project: A fresh marketing strategy utilizing fashion and high-profile events to amplify Sarti Rosa’s appeal.

Team Moretto/Chiarello
Project: A campaign celebrating inclusivity and the authentic taste of Sarti Rosa.

Team S-artisti
Project: A scalable, art-focused format connecting Sarti Rosa with Millennials and Gen Z through exclusive creative events.

Team Spritzart
Project: An engaging campaign leveraging collaborations with major brands and immersive brand experiences.

Team Pink Tonic
Project: Partnerships with top lifestyle brands to create exclusive merchandise, events, and digital activations.

Team Bevitori Astemi
Project: Reimagining Golden Hour as “The Pink Hour,” celebrating Sarti Rosa’s unique potential.

After a day of dynamic pitches, Team S-artisti secured victory with their visionary concept connecting Sarti Rosa to the world of art and creativity. Their scalable format of exclusive art-focused events promises to engage younger audiences in fresh and meaningful ways.

As part of their reward, the winning team will receive a Sarti Rosa Special Kit and an exclusive experience at Campari HQ in Milan.

Congratulations to all the finalists for their outstanding work in shaping the future of brand engagement!