Creating Italian Magic at Ireland’s Premium Festival
Creating Italian Magic at Ireland’s Premium Festival
the task
How do you capture the heart of Italian culture and bottle it into a premium brand experience at a music festival? That was the challenge set by Birra Moretti for Electric Picnic, to create an authentic Italian moment that would cut through the noise and connect with festivalgoers in a way that felt both effortless and elevated. The goal was to bring to life the brand’s core values - Authentic, Premium, Italian - through a space and a story that delivered memorable, media-worthy moments. We needed to build more than a bar, we needed to build a destination. One that felt intimate, alive, and rich in tradition. Talkability, shareability, and immersive storytelling were key, from curated food and drink moments to private VIP experiences, the challenge was to ensure the brand stood out without shouting. FUEL’s role was to imagine and deliver a multi-sensory brand world that felt straight out of an Italian summer - and one no festivalgoer would want to leave.
the experience
In a sea of festival noise, Birra Moretti carved out a little slice of Italy, a place to slow down, sip, and savour life’s simple pleasures. FUEL transformed a patch of festival ground into a rustic Italian square, complete with terracotta rooftops, exposed brickwork, and a towering village clock that became the heartbeat of the space. Guests were treated to cold Birra Moretti, wood-fired pizza, handmade gelato, and the sounds of Italian jazz - a calm, cultural oasis in the chaos of the festival. At 6pm each evening, the clock tower chimed, calling the crowd to Aperitivo Time, a rousing group “Salute!” led by an Italian actor and backed by live brass bands weaving through the crowd. For VIPs, media and influencers, a hidden gem lay behind the piazza walls - Il Segreto, a 12-seater secret restaurant serving up a curated three-course meal by Dublin Pizza Co, hosted with theatrical storytelling and immersive brand moments. Every element, from tablescaping to music, menus to motion, was designed to amplify Birra Moretti’s Italian soul and create irresistible moments that were made to be shared.
the outcome
The Piazza didn’t just draw a crowd, it became one of the most talked-about spaces at Electric Picnic. Footfall reached capacity every evening, with 500 guests raising their glasses for Aperitivo Time each night. Over 300 complimentary beers were served to mark the daily “Salute!” moment, ensuring no one was empty-handed for the brand’s hero ritual. The VIP Il Segreto restaurant sold out all 11 sittings, serving 132 carefully selected media, influencers and special guests. The buzz translated directly into digital reach: Instagram stories delivered 2.3 million impressions, 125,000+ video views, and over 100,000 people engaged with shareable content. The photo opp - designed with opt-in digital sharing - saw over 350 downloads and 500 polaroid keepsakes go home in pockets and backpacks. FUEL’s end-to-end creative and production delivery turned a beer brand into a cultural experience, proving that with the right vision, even a beer garden can become a love letter to Italy’s undoubted charm.
