XMC and Campari Celebrate Three Wins at the Hermes Creative Awards
- XMC
- Aug 20
- 2 min read
XMC is proud to announce three award wins at the 2025 Hermes Creative Awards in partnership with Campari Group. These wins recognize bold, immersive brand experiences that brought some of the world’s most iconic spirits to life — including Aperol, Campari, Grand Marnier, and Courvoisier.
The Hermes Creative Awards celebrate excellence in marketing and communications across the globe, and this recognition highlights the impact of XMC and Campari’s shared vision: building cultural moments that engage, inspire, and leave a lasting impression.
Appartamento Aperol – A 360° Brand World at Osheaga and Beyond
Aperol came to life in a way festival-goers had never experienced before. From a vibrant Italian-inspired hub at Osheaga to boat parties and hotel takeovers, “Appartamento Aperol” created a 360° festival lifestyle experience. Guests stepped into an immersive brand world that transported them to Italy — blending music, culture, and community into an unforgettable celebration.
Grand Marnier & Courvoisier x Holt Renfrew – Lunar New Year Luxury
To celebrate Lunar New Year, XMC partnered with Grand Marnier and Courvoisier to design a prestige activation inside Vancouver’s Holt Renfrew. The experience blended tradition with luxury, inviting shoppers to connect with two iconic spirits through a bespoke retail journey. By merging cultural relevance with premium retail engagement, this activation elevated gifting moments during one of the year’s most important cultural celebrations.
Campari x TIFF – Redefining Festival Hospitality
At the Toronto International Film Festival, Campari and XMC reimagined what red carpet hospitality could be. For the first time ever, a custom-designed Campari bar was built directly on the Red Carpet at Roy Thomson Hall, transforming a cinematic tradition into an unforgettable brand moment. This activation positioned Campari as the drink of the festival, while extending the brand’s presence across the city through a wider hospitality takeover.
Crafted by XMC. Built on Insights. Driven by eXperience.
From global festivals to luxury retail and iconic film stages, each of these award-winning activations reflects XMC’s belief in the power of experiential marketing to build cultural impact. These wins at the Hermes Creative Awards are a testament to what’s possible when creative storytelling, deep cultural insight, and flawless execution come together.
Together with Campari Group, we’re proud to raise a glass to these achievements, and to the unforgettable experiences still to come.
About XMC
Founded in 2006, XMC is an award winning and proudly independent agency that provides strategic counsel and execution of bespoke Sponsorship and Experiential Marketing™ programs for over 30 world-class companies. XMC collaborates with clients to create powerful integrated marketing campaigns shaped by strategic insight, defined by meaningful execution, and supported by proprietary business tools and AI-fueled analytics. Together, we leverage shared passion points in sport, music, culture, and cause to connect, engage, and inspire target actions with our 50+ full time employees and roster of 2,500 part time employees across the country.
Media Inquiries: Mike Samardzic | mike@xmc.ca | www.xmc.ca
