Biketender
Awards
(7) Gold ADDY, (4) District Gold ADDY, National Silver ADDY, Bronze EFFIE, Webby, Best of Show ADDY
description
How do you bottle the magic of a Parisian summer and deliver it curbside? For St. Germain, we did just that. Biketender transformed cocktail culture into a roaming, real-time performance. A fleet of bespoke bicycles pedaled through the city, delivering handcrafted St. Germain cocktails to delighted recipients all while live-streamed and served with elegance. The campaign mixed analog romance with digital reach, earning top honors at Cannes and the ADDYs while pouring the brand into new cultural conversations.
ROLE
Executive Creative Director
The Summary
Biketender was an experiential campaign designed to embody St. Germain’s ethos: savoring life’s fleeting moments. We created a fleet of custom-built cocktail bicycles completely outfitted with bartenders, fresh ingredients, and old-world charm and we hand-deliver artisanal cocktails across select U.S. cities. Each delivery became an event, live-streamed and amplified through social content, letting audiences follow the ride in real-time.
The activation was more than a delivery service. It was a brand story on wheels, blending French flair with guerrilla creativity. With thousands of social shares, real-time buzz, and accolades like an EFFIE, a Webby and multiple Gold ADDYs, Biketender became a model for how heritage brands can ride into culture with style, spontaneity, and substance.
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