On May 29, The Hype Agency was prepared to staff over 100 brand ambassadors and event staff for Aperol’s Served Summer activation—a vibrant PR stunt designed to officially launch the Summer of Aperol Spritz in New York City. However, due to inclement weather, the activation was postponed just days before the event.

In response, our team quickly mobilized. We re-confirmed key leads and replaced over two-thirds of the original team in under a week, successfully re-staffing the entire program for the rescheduled date: Wednesday, June 4. In total, 100+ W2 staff were deployed across the city to support the execution.

The activation kicked off with a bold, visual moment at Domino Park, followed by a wave of activity across NYC featuring hundreds of waiters dressed in Aperol-branded uniforms and a fleet of orange Vespas. Together, they surprised and delighted New Yorkers—serving Aperol Spritzes, posing for photos, and sparking organic social media engagement.

Guests and bystanders alike were drawn in by the energy and unmistakable Italian flair, helping to amplify the brand’s message and drive buzz both in-person and online. From last-minute staffing shifts to on-the-ground coordination, this activation demonstrated our team’s ability to adapt and deliver under pressure—bringing Aperol’s joyful vision of summer to life in a big way.