Challenge

To reach exhuberants (a high energy target that doesn’t find the brand relevant) through a brand experience in the spirit of MARTINI’s “Let’s Make Time” campaign; an idea that celebrates the importance of quality time spent with close friends at a time where a socialization crisis is evident.

Objective

To make aperitivo synonymous with MARTINI. The modern aperitivo is the brand’s main occasion and an essential part of Italian culture. It is the pre-dinner, post-lunch time for bringing together your closest friends to unwind over food and drink.