Montenegro
Bar convent after parties |tales of the cocktail pop-up | city of gods cabaret room
Since 2017, Yes Etc has been the primary creative collaborator in Montenegro’s desire to energize the brand through immersive experiences that have generated buzz within the spirits world, creating eye-catching moments at key industry events such as Tales of the Cocktail in New Orleans and Bar Convent in Brooklyn.
Additionally, our venue House of Yes has been Montenegro’s center for creative incubation, becoming the dedicated venue in which the brand launched multiple proof-of-concepts, intended to scale in a variety of markets across the globe.
Bar convent after parties: summer seduction
june 2018 | House of Yes
450 TOTAL Attendees | 3000+ Impressions
For the inaugural year of the Bar Convent industry exhibition in New York, Yes Etc positioned Montenegro as the presenter of the convention’s premiere after-party. Hosted at House of Yes, our team created an ownable concept, Summer Seduction, channeling the summertime essence and vintage elegance of Montenegro with aesthetic cohesion to help introduce its global packaging redesign to the world.
OUR MAGIC
Developed ‘Summer Seduction’ / ‘Sagra’ name & supplementary copy
Creative-directed the ‘Summer Seduction’ / ‘Sagra’ visual identity and staging concepts.
Designed & executed event production, including branded assets, event decor, & branded photobooth.
Designed & executed stage production including costumes, lighting, & branded projection mapping elements.
Sourced & secured headlining DJs, including John Talbot and Lee Burridge.
Programmed food & beverage for the event, creatively integrated into theme.
Produced post event content & branded recap videos.
Sourced & invited House of Yes BFF list of influencers and micro-influencers for targeted brand exposure, social media amplification and direct feedback.
Produced post event content & branded recap videos.
Bar convent after parties: summer sagra
june 2019 | House of Yes
300 TOTAL Attendees |3000+ Impressions
In the second year of our Montenegro / Bar Convent partnership, Yes Etc went bigger and bolder with Sagra, an experiential concept that celebrated human pleasure in its highest form. Building upon the success of the previous year, we collaborated with Raduno Agency, expanding the offerings to include a series of off-site secret bars to highlight the Amaro's versatility through a series of immersive environments and intimate interactions.
OUR MAGIC
Developed ‘Summer Seduction’ / ‘Sagra’ name & supplementary copy
Creative-directed the ‘Summer Seduction’ / ‘Sagra’ visual identity and staging concepts.
Designed & executed event production, including branded assets, event decor, & branded photobooth.
Designed & executed stage production including costumes, lighting, & branded projection mapping elements.
Sourced & secured headlining DJs, including John Talbot and Lee Burridge.
Programmed food & beverage for the event, creatively integrated into theme.
Produced post event content & branded recap videos.
Sourced & invited House of Yes BFF list of influencers and micro-influencers for targeted brand exposure, social media amplification and direct feedback.
Produced post event content & branded recap videos.
city of gods cabaret room
october 2018 & 2019 | grand prospect hall
20,000+ TOTAL Attendees | 30,000+ Impressions
In 2018 and 2019, Montenegro desired to enlighten nightlife lovers to the possibilities of its signature amaro by creating an impactful presence at ‘City of Gods,’ an iconic Halloween event that welcomed over 12,000 partygoers. In addition to creating clever and branded cocktail programming throughout the entire footprint of the event, we creative-directed an elegant cabaret space, engulfing guests within the world of Montenegro. We dimensionalized the legacy of the brand to bring it’s signature vintage elegance to life through live music, burlesque, variety shows and artful projections.
OUR MAGIC
Creative Directed the visual identity and invite copy for Event
Designed staging concepts of Cabaret Room.
Designed & executed event production, including branded assets, event decor, & lounge space.
Lead staffing for guest experience including ticketing and door entry.
Sourced, casted, and programmed New Orleans talent including jazz band, burlesque, cabaret characters, & variety show performances.
Sourced, casted, and programmed immersive cabaret characters.
Creatively integrated cocktail program into performances and shout-outs.
Directed and edited after-movie recap for internal brand use.
tales of the cocktail
july 2017 & 2018 | one eyed jacks
17,000 TOTAL Attendees |75,000+ Impressions
In 2017 and 2018, Montenegro was on a mission to make an original, buzz-worthy impact within the spirits industry at Tales of the Cocktail, a city-wide trade convention and cocktail festival in New Orleans.
Yes Etc partnered with Montenegro to realize the brand’s essence into a live performance experience and dance party, turning the venue, One Eyed Jacks, into a fully-designed environment showcasing the classic spirit with a fresh expression to increase awareness in the American market. Industry guests were invited to a custom-curated cabaret show, followed by live music and a DJ dance party celebration featuring performances from House of Yes.
OUR MAGIC
Creative Directed the visual identity and invite copy for Event.
Designed staging concepts of Cabaret Room.
Designed & executed event production, including branded assets, event decor, & lounge space.
Lead staffing for guest experience including ticketing and door entry.
Sourced, casted, and programmed local New Orleans talent including jazz band, burlesque, & variety show performances.
Sourced, casted, and programmed immersive cabaret characters.
Creatively integrated cocktail program into performances and shout-outs.
Directed and edited after-movie recap for internal brand use.
