Taking a beloved brand mascot on a rock ’n roll tour.
Fernando, the longtime crocodile mascot of Fernet-Branca, hit the road to bring music and good vibes to America’s biggest fans. We created a cross-country digital bar crawl where Fernet lovers could collect stamps in exchange for exclusive brand merch. The tour culminated in live performances from local artists in six major cities.
Responsibilities: Lead art direction and production design for all campaign creative, create physical and digital toolkits for event participants, assist with microsite design and development
Most importantly, I had the privilege of designing the exclusive, highly-coveted Fernet Branca challenge coin for the tour.
Through social media and OOH advertising, we directed fans to our Secret Handshake Tour microsite, where they could view tour stops in their area. After collecting digital stamps from local venues, participants were rewarded with exclusive Fernet-Branca swag and VIP access to live music events.
Announcing the tour.
Fernando takes the stage.
For the finale of each tour stop, we hosted live concerts to celebrate Fernando’s journey across the country. Fans were able to enjoy performances from local musicians, as well as exclusive Fernet-Branca cocktails and drink deals.
Creative Team
Agency: Madwell
Creative Director: Courtney Schopfer
Senior Art Director: BriElle Munizzi
Senior Copywriter: Sam Dickson
Art Directors: Charlotte Ableman, Antares Cabarrou
UX Design: Ryan Kurtz
Fabrication Partner: Millwright