peroni x gq awards.

GQ is one of Peroni Nastro Azzurro (PNA) leading media partnerships, as part of that partnership they are also the official beer partners at GQ Men of Year Awards, this sponsorship includes an activation space to create a bespoke bar that represent the true Italian style of Peroni Nastro Azzurro.

GQ’s annual award show recognises the achievements of both up and coming talent and established, acclaimed greats alike. It is a

highly anticipated event which sees the best and brightest names across fashion, culture, sport, and politics come together to

celebrate their achievements and party!

CHALLENGE

 

To design and produce a bar at this well-established event in order to reflect Peroni’s premium positioning.

 

SOLUTION

 

Using the iconic PNA blue ribbon to connect the people with the brand. 

The design execution symbolically shows the Peroni journey from the beginning to the top – it forms the architecture and is effortless in doing so. It is inspired by the unravelling of the ribbon, akin to taking the final wrapper off the present, that is the GQ award ceremony, and the gift is the service. 

RESULTS

 

Rita Ora, Ed Sheeran, Pixie Lott, Laura Whitmore, to name a few of the icons who drank their favourite summer tipple in front of the custom-made bar.  

Role – 3D Lead Creative

Agency – SPACE

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