The Birra Moretti global campaign is ‘Italian for what matters’. We needed to bring this proposition to life to the 250,000 revellers at British Summer Time in London’s Hyde park.
Following the success of the previous year's Gran Tour experience, we wanted to something a little different that landed the proposition of the brand and celebrate the four key beers in the Moretti range.
We developed a Multi-sensory dining and beer experience, which takes customers through the four areas of Italy where the different Moretti products are anchored:. The Moretti Gran Tour Experience. Housed in the Moretti Bar in a prime spot in Hyde Park, Agency Space partnered with the Robin Collective to deliver an immersive theatre experience that featred authentic food, sights, smells, tastes and cultures - and of course the finest beer from each region.
Over four rooms, actors took participants through the heritage and history of each beer, and a 4D cinematic experience taking them on a journey through the sights, sounds, scents and tastes of Italy.
The 45 minute experience leveraged the importance of the senses, we wanted to create long lasting brand memories, delivered in a fun, rich way that entertained and educated an audience to the range of beers.
To further entertain punters at the main bar, we set up a traditional game of parmesan rolling that proved a HUGE success in pulling a crowd - encouraging participation (and another beer!).
Client: Birra Moretti Agency: Space
Creative Team: Lee Bonnick and Catherine Pryce