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.