For Sammontana, the festival became the perfect setting for a playful and engaging brand experience. Inspired by the energy and visual language of a classic luna park, the activation featured a custom ring toss game, designed to turn a simple product purchase into an interactive moment.

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Festival-goers purchasing a Sammontana ice cream had the opportunity to take part in the challenge, test their skills and win exclusive branded gadgets.

The mechanic encouraged product trial and purchase while creating a direct and entertaining interaction between the brand and the festival audience.

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Combining product, play and reward, the activation transformed the Sammontana area into an engaging touchpoint within the festival, reinforcing the brand’s connection with summer, fun and shared experiences.