Collaborative team: Madison Fitzgerald, Jane Ha, Ivana Hristova, Megan Mackenzie, for the 2020 D&AD NewBlood Submission for Martini.
Martini is known for its quality Italian vermouth and sparkling wine, a brand that has always stood for the Italian joy of living.
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Challenge.
Create a brand experience reaching exuberants - a younger audience of social and high-energy people that don’t find the brand relevant.
Objective.
Encourage exuberants to choose time for friends during MARTINI TIME - a brand idea that celebrates the power and importance of quality time spent with close friends at a time when there is crisis in socialization.
Pre-Event
Social Media.
Sponsored Instagram Posts as teasers of the upcoming event, inviting exuberants to spend time with friends as well as entering the big contest by attending.
The Event
Experience All Four Modes.
The pop-ups in Martini Mode Metropolitan are ALLEGRIA MODE (Exuberance Mode), RILASSARSI MODE (Relaxation Mode), RITRATTO MODE (Portrait Mode), and MUSEO MODE (Museum Mode). Each MODE amplifies an important aspect of MARTINI TIME enjoyed by exuberants and their closest friends; experiencing joy, unwinding, opening up, and sharing.
Passports & Contest.
Collecting all stamps and winning the contest gives 3 groups of close friends a chance to create real life memorable experiences together and spend quality time with each other while slow-traveling across Italy.
Post - Event
In Select Bars.
Coasters direct to earned and owned media from the main event, and they introduce MINI MODES that can be unlocked through an interactive Quiz online. An Instagram quiz is available through the filters options, prompting users with a series of questions about how they enjoy spending time with friends.
After discovering their MARTINI MODE, participants can find the bars near them hosting that MODE through nationwide MINI MODE activations.
Mini Modes.
Taking inspiration from MARTINI MODE METROPOLITAN, select bars nationwide will host MINI MARTINI MODES during an aperitivo; 1 bar = 1 MODE, with the spirit of that MODE translating into a bar format and experience for friends.
