MARTINI was once a symbol of elegance and sophistication, but over the years it lost its allure—a challenge faced by many heritage brands.

With its awareness high but desire and relevance weak, we had two clear tasks: reignite our iconic status to recruit new drinkers and win aperitivo.

‘Dare to be’ brought a spark to an occasion often taken for granted by our target. Transforming the routine of aperitivo into an exciting opportunity for people to bring the most confident and magnetic version of themselves to the table. Painting MARTINI as the aperitif of choice for a daring, bolder life.

Our photographer employed playfulness of camera to create a vibrant universe through our images. Each one exuding eye-catching vibrance, subtle heroic energy that is full of attitude. From a spontaneous trip to the sea, a joyful gathering of friends on the terrazza, or squeezing into a tiny bar with friends (and strangers), each setting evokes the feeling that anything is possible. Transporting viewers into a place that you long to step into, just to experience the intoxicating energy and joy of Italian culture and life. Unlike our competitors, we steered clear of traditional, sterile pack shots that were devoid of personality. Instead our bottles and cocktail serves were treated as unique characters alongside our talent with artful subtlety.