MARTINI - LA CLASSICA

The brief

LAB 5 were approached by MARTINI to help deliver their bartender cycling event ‘La Classica’ - which would take place in September and involve 50 bartenders from around the world cycling from Florence to Rome. The cyclists had been training for several months as part of the MARTINI RACING Ciclismo programme to build community, well-being and a healthy lifestyle amongst bartenders through group cycling.

The experience

• 50 bartenders from 7 different countries

• 301km cycled across 3 days from Florence to Rome

• 3 partner hotels

• Several aperitivos

• 1 amazing local cycling company

• A triumphant finish at the ROMA Bar Show