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 and design 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.