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STRATEGY_ADVERTISING

MARTINI

_INMOTIONS

Creative Strategy | Creative Lead

InMotions brings the emotional territory of Martini into its classic Motion Pictures' world, making it tangible to its new stars - the consumers.

The strategic approach for Martini’s 50th anniversary was based on a return of the product through the experience of the brand's atmosphere, that had been dormant for many years.

 

That was accomplished by taking the brand's heritage that was still familiar to the consumer, and turning it into new moments of consumption, inviting to try the classic products in new cocktails and new environments. 

_Creating new moments

of consumption, inviting to try the classic products in new cocktails

and classic picture-perfect environments

The InMotions concept took the classics Bianco, Rosso & Rosato and placed them as the main characters of the greatest movies of all times, whose charm and imaginary has been part of Martini brand for over 50 years.

 

The Creative Strategy was divided into three moments (Buzz, Notoriety & Consolidation) to bring together the classic Martini product line.

 

classic inspiration

The artwork was inspired by six cinema classics: Casino Royale, Grease, Nightmare in Elm Street, Indiana Jones and The Godfather. Each one corresponding to a scenario where consumers could be pose as movie stars at a red carpet event.

This TTL campaign included online and OOH actions, such as_

Several 'Spazio Martini' (mobile bars/esplanades), with designated backdrops for animated photos of all Martini World Stars;

Cocktail Competitions

for professionals;

Website and online community where the Martini fans could gather and participate (News, PR, event and interaction photo-sharing, mini-film trailers, party & festivals routes, cocktail recipes, etc.) 

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Covering main and high-end avenues in Lisbon and Porto with red carpets;

Itineraries of Martini InMotions film theme parties;

Mini-Film festivals inviting cinema lovers to become directors using professional equipment or their cameras or smartphones;

Promos, competitions and loyalty programs.

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The campaign revelation stage consisted in covering main and high-end avenues in Lisbon and Porto with red carpets.

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© by Teresa Filipe Lopes

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