THE BRIEF:
Deliver a high-impact brand activation for Fernet-Branca through the Barback Games, creating an interactive and engaging experience for bartenders, attendees, and VIPs that showcases the brand in a live competitive environment.
MY ROLE:

Coordinated all aspects of the Barback Games activation, from planning through to on-site delivery.

Advanced and liaised with contestants, providing schedules, briefing packs, and guidance for smooth participation.
Produced staff packs, run sheets, and operational documentation to keep the team aligned across setup, competition stages, and audience engagement zones.
Coordinated logistics including branded bars, props, signage, catering, and ad-hoc event requirements.
Managed guest experience, ensuring smooth check-in, front-of-house flow, and VIP interaction.
Supported live delivery, troubleshooting operational challenges and maintaining seamless activation flow throughout the event.

THE OUTCOME:

A polished, high-energy brand activation that delivered strong audience and participant engagement.
Clear documentation and coordination enabled smooth execution across multiple zones and stages.
Contestants and guests experienced a professional, engaging event that reflected Fernet-Branca’s premium brand values.
Strengthened Fernet-Branca’s presence and visibility within the hospitality and bartending community.