A 21st Century platform for one of the world’s most venerable brands
A 21st Century platform for one of the world’s most venerable brands
Brandworld// Brand ID // Experiential Platform // Sponsorship // Content Creation // Advertising
MARTINI IS AN ICONIC BRAND with the unique power to unite and incite.
Our task was to make it relevant to millennials —
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.
BrandWorld
BrandAmbition
BrandExpression
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 channel agencies amplifying Begin Desire through
sponsorships, partnerships, packaging, POS, shopper marketing and more. Our creative direction and
collaboration with these peers enabled us to bring this strategy to life with expediency and consistency.
As is the case with spirits brands, we had to maneuver through regulations that vary by country. Out of
serendipity, we elevated the brand’s well-known emblem — the ball and bar — to star again in brand
communications. In grand tradition, we brought back the Martini poster through playful executions that
deconstructed the ball and bar. These brand-savvy posters served us in markets (we see you France) that
outlaw expressive marketing. The deconstructed ball and bar also become clever animations for social
media content.
We extended the brand platform into Holiday promotions (including outer packaging) and the brand’s heritage sponsorship in racing. And, of course, all of this work was codified in extensive Brand Standards that ensured these flexible platforms were adopted
everywhere Martini is marketed and sold.
In the end, Begin Desire was launched in over 80 markets. The brand’s health improved. And, a new generation has become the
provocateurs of desire.
As partner/creative director // OppermanWeiss // NYC // 2013-2015
