Peroni pairs up with film director

Peroni Nastro Azzurro has partnered with an Italian film director to create a short film about "the Italian art of turning the ordinary in to the extraordinary".

The premium Italian lager, owned in the UK by Miller Brands, revealed that director Gabriele Muccino has worked with the brand on the short film, Senza Tempo, to "appreciate and celebrate Italian style through Italian film with the creation of the Accademia del Film".

Senza Tempo will form the basis of Peroni's promotional activity, which is set to begin next month and will be seen in the UK across pubs, bars, off-licences, cinemas and many outdoor and digital venues.

Peroni marketing manager Karen Raglione-Hall said: "We're extremely excited to be working with a craftsman like Muccino.

"The Italian film industry is known for its distinctive and crafted approach to film-making which is synonymous with the brewing of Peroni."

Muccino achieved international success with his film L'Ultimo Bacio at the 2002 Sundance Film Festival and has also been acclaimed for The Pursuit of Happyness and Seven Pounds.

Raglione-Hall added: "The Italian values of craftsmanship, passion and attention to detail are embedded in every aspect of Italian film-making and it's this process that makes the output unique. It's the same Italian approach and values that make Peroni unique."