Martini Time
Year
Description
2020
Assignment submission for creative marketing unit at Richmond University, London.
A series of OOH posters created for the Martini brand to promote the drink throughout the summer of 2020. The brief was to encourage younger alcohol drinkers to migrate to Martini from other classic cocktails like the Aperol Spitz. The first mockup intended to brand martini as a classic Italian drink, appealing to younger audiences' idealised vision of the Italian Riviera in the 50's and 60's and the remerging trend of vintage, nostalgia and film.
For the second mockup supermodel and social media personality Bella Hadid was chosen to promote the drink as it aligns Martini's brand with high fashion youth culture leaders and highlights it as an accessory to be used on and off social media. It also correlates the beverage with the luxury lifestyle that the Italian rivera is known for.
Martini also chose to partner with the movie franchise of "Call Me By Your Name" and actor Timothee Chalamet. The movie having accrued massive success with youth at the time of creating was the perfect alignment for the Martini brand as it was shot in the Italian Riviera and depicted romanticised visions of the landscape and lifestyle of a summer spent there. The inclusion of Timothee Chalamet also aligned with the intended youthful audience as he is one of the most sought after and fashionable young actors of the moment.
