MARTINI® is an iconic brand with the unique power to unite and incite. Our task was to make it relevant to millennials across Europe, to a generation seeking inspiration and prosperity.

We imagined and enacted a platform that expresses an indelible dare: BEGIN DESIRE. Designed to work across every channel, the concept engages an audience to concede and heed their singular dreams. BEGIN DESIRE is at once a mantra and a directive.

In a short film directed by Jake Scott, we tell a profound story of individual realization that’s rooted in truth and ineffable Italian style. For digital and experiential activations, we delivered original content and creative direction to a range of collaborating agencies.

Our work reinforces the appeal of MARTINI® to a modern, avid audience and ably positions the brand as a provocateur.

I know these two cats, Abbott & Costello crossed with Jagger & Richards. Opperman & Weiss, punk brothers, soul gang striders. They hook me, "how about ROMA?" What does one say? I'm in. Like Sean Flynn.....
- Jake Scott Director RSA Films