MARTINI® Launches New Global Campaign 'MARTINI® Dare to Be', Inspired by the Modern Aperitivo Moment

HAMILTON, BERMUDA, (7th May 2024) - MARTINI announces the launch of its new global campaign, ‘MARTINI Dare To Be’; a celebration of the ‘modern aperitivo moment’ that has evolved from a ‘pre-event’ experience to become the main social gathering. The campaign will first launch in May 2024 in Spain and Benelux, followed by Portugal and Italy later this year. The campaign will run across advertising, PR and social media in Europe throughout 2024.

MARTINI Dare to Be invites consumers to step out of the ‘everyday you’ and step into ‘your most playful and stylish self.’ The campaign showcases a bold, magnetic Italian energy, and has been brought to life by Gold Ciclope award-winning Campaign Director, Tom Noakes, and Parisian fashion photographer, Lou Escobar. The dynamic visuals include friends enjoying light and refreshing long drinks during day-time social moments in Escobar’s signature vibrant and colorful style.

The new brand campaign, created by AMV BBDO & BBDO NEW YORK, further cements MARTINI as a leader and innovator in the No-and-Lo category. With a focus on the modern aperitivo moment and long drinks best served during day-time social moments, the brand presents longer serves that leverage the full brand portfolio and include; MARTINI Fiero and Tonic, MARTINI Vibrante and Tonic and MARTINI Floreale and Tonic.

Renowned for its Italian heritage, MARTINI, founded in 1863 by entrepreneur Alessandro Martini and herbalist Luigi Rossi, has left its mark on everything from culture to sport. From its iconic advertising campaigns featuring Hollywood stars and the ‘who’s who’ of the red carpet, to the iconic MARTINI racing ‘stripes’ still seen around the world today.

Victoria Morris, Vice President, MARTINI said, “Style and playfulness are at the heart of MARTINI’s identity and have been a significant part of our heritage as an Italian brand. We wanted to bring these elements to the forefront through the message of ‘MARTINI Dare To Be’.”

“With MARTINI Dare To Be, we’re continuing to partner with creative leaders who bring our vision of MARTINI to life. The bold visuals and composition of the campaign film and photography speak to our history as an icon of Italian magnetic style, elevating everyday moments with a style that showcases personality.”

‘MARTINI Dare To Be’ launches on 7th May 2024 across film, OOH, digital, PR and social. The images and campaign assets can be found here.

For more information on the campaign, and the celebration visit https://www.martini.com/ or @martini on all social media platforms.

CAMPAIGN CREDITS

Client:

BACARDÍ

Brand:

MARTINI

Campaign title:

MARTINI Dare to Be

BACARDÍ Chief Marketing Officer:

Ned Duggan

BACARDÍ Global Brand Vice President:

Victoria Morris

BACARDÍ Global Creative Development Director:

Avril Nunez

BACARDÍ Global Creative Development Manager:

Giulia Bernocchi

BACARDÍ Global Head of Brand Marketing:

Laila Mignoni

BACARDÍ PR, Influence & Cultural Partnerships Director:

Nneoma Ulu

Creative Agency:

AMV BBDO

Chairman, Worldwide Chief Creative Officer

David Lubars

Chief Creative Officer of the Americas

Luiz Sanchez

Chief Creative Officer

Matt McDonald

EVP, Executive Creative Director

Alex Booker

AMV BBDO Global Creative Director

Joao Paulo Testa

Creative Director

Andrea Sarcullo

Creative Director

Mietta McFarlane

Associate Creative Director

Georgia Trimble

Associate Creative Director

Jess Rello

ACD Designer

Dina Zolan

Copywriter

Daniella Kandelman

Art Director

Hannah Mullahy

Project Management Director

Mikaal Hurry

Managing Director

Steven Panariello

SVP, Account Director

Rebecca Orlandi

Account Manager

Raquel Devariel

EVP, Director of Content Production

Alex Gianni

SVP, Group Executive Producer

Jessica Coccaro

Senior Producer

Lizzy Lehn

Senior Music Producer

Julia Millison

Planning Director

Raheal Aragawi

Planner

Natalie Burden

Business Affairs Manager

Kathy Bannon

Client Budget Manager

Charmaine Dixon-Russell

FILM PRODUCTION

PRETTY BIRD

Director

Tom Noakes

DOP

James Brown

Executive Producer

Suzanne Hargrove

Head of Production

Rika Osenberg

Producer

Julie Sawyer

PRODUCTION SERVICE COMPANY

FILMMASTER

Executive Producer

Fabrizio Razza

Production Manager

Federico Comolli

Senior Producer

Ella Elliott

EDITORIAL

CABIN

Editor

Amber Saunders

Cutting Assistant

Tom Hohle

Assistant Editor

Craig Griffiths

Executive Producer

Hope DuHaime

Head of Production

Lisa Barnable

VFX

KEVIN

Executive Creative Director/ Partner

Tim Davies

Senior Executive Producer/ Partner

Sue Troyan

2D Lead Artist

Susanne Scharping

VFX Producer

Andrew Cowderoy

2D Artist

Sam Shiflett

2D Artist

Dag Ivarsoy

2D Artist

Chris Payne

COLOR

RARE MEDIUM TV

Colorist

Mikey Rossiter

Managing Partner

Heath Raymond

PHOTOGRAPHY:

Photographer

Lou Escobar

Product Photographer

Jaime Salom

Agent & Producer

Maria Vives

Stylist

Jill Gattegno

HMUA

Eva Louis

Retouching

Studio Márcio Guedes

Grading

Digital Art Studio

PRODUCTION SERVICE COMPANY:

Orlando films Service

SONG:

PIENA (Martini Version)

Lyrics & vocals

M¥SS KETA

Music

Federico Mercuri

Music

Giordano Cremona

Music

Eugenio Maimone

Music

Leonardo Grillotti

MUSIC PRODUCTION:

MAS-Music and Strategy

SOUND DESIGN & MIX

WAVE STUDIOS

Executive Producer

Vicky Ferraro

Sound Designer & Audio Engineer

Aaron Reynolds

-ENDS-

Notes to Editors
About MARTINI
One of the most iconic brands in the world, MARTINI® is the leading name in Italian winemaking and a purveyor of the highest quality vermouths and sparkling wines. The award- winning, vibrant and bittersweet taste of the MARTINI range is the result of secret blends of more than 40 botanicals sourced from the finest locations across the globe. First created in 1863 in Turin, Italy, the MARTINI portfolio today includes: MARTINI Fiero, MARTINI Riserva Speciale Rubino, Ambrato & Bitter, MARTINI Bianco, Rosato, Rosso & Extra Dry, MARTINI Non-Alcoholic Vibrante & Floreale, MARTINI Asti, Prosecco & Rosé Extra Dry. For more information, please visit www.martini.com.

MARTINI, MARTINI DARE TO BE AND THE BALL & BAR LOGO ARE TRADEMARKS. MARTINI is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.

About Bacardi Limited

Bacardi Limited, the largest privately held international spirits company in the world, produces and markets internationally recognized spirits and wines. The Bacardi Limited brand portfolio comprises more than 200 brands and labels, including BACARDÍ® rum, GREY GOOSE® vodka, PATRÓN® tequila, DEWAR’S® Blended Scotch whisky, BOMBAY SAPPHIRE® gin, MARTINI® vermouth and sparkling wines, CAZADORES® 100% blue agave tequila, and other leading and emerging brands including WILLIAM LAWSON’S® Scotch whisky, ST-GERMAIN® elderflower liqueur, and ERISTOFF® vodka. Founded more than 162 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs approximately 9,000 people, operates production facilities in 10 countries, and sells its brands in more than 160 markets. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited. Visit http://www.bacardilimited.com or follow us on LinkedIn, Instagram or Twitter.