FREELANCE - FERNET

Role: Senior Art Director

The task was to give a positive twist to their slogan “Life is Bitter” but still keeping the property of the bitter taste claim in the concept. “Life is Bitter” becomes “It’s Worth the Bitterness”. This concept was a tribute to people who always get a reward out of any bitter situation.

Microsite becomes the core of the campaign for the introduction of “It’s Worth the Bitterness”. People participating in the website were given free passes to events that followed in which guerrilla stunts were executed. The website invited people to post photos of faces of their friends after taking a sip of Fernet. The best faces would win and people could vote.

G U E R R I L L A E V E N T S

Give aways used as guerrilla at Fernet skateboard and snowboard events.

Tent give aways at music festivals or ski trips.

Skateboard, snowboard and several parties would be held to execute guerrilla stunts.