Martini launches Begin Desire global campaign

Martini is targeting a new generation of consumers with the launch of a new cross-media global campaign.

Marini has launched a new global campaign, called Begin Desire

The new brand platform, called Begin Desire, has been created to inspire new consumers aged 24-35 by depicting the brand’s Italian roots and communicate its core values of true artisanship, unstudied sophistication and the “joy and romance of living with passion and authenticity”.

As part of the campaign, Martini will be rolling out a multi-million Euro cross-media campaign incorporating outdoor, social media, digital, television and public relations.

Furthermore, to coincide with the launch, the brand has launched a short film directed by filmmaker Jake Scott of RSA Films.

Filmed in Rome, Italy the film tells the story of a waitress clearing tables who is then carried by a swarm of people through the streets where invitations to ‘Begin Desire’ capture her attention.

“This is an exceptionally proud and exhilarating time for the Martini brand as we bring to life its style and essence – an iconic brand with 150 years of history to its name.” said Sandy Mayo, senior global category director for Martini.

“Our new film directed by Jake Scott, serves to launch Begin Desire in true, timeless style, combining the heritage of Martini with contemporary culture, but in a quintessentially Italian way.

“This campaign sees Martini going back to its roots and celebrating what made its past so iconic.

“We live in an age where aperitivo is king and style and authenticity are at the centre of our consumers’ world.”

Begin Desire will be aired in Italy from 26 October before being rolled out to the rest of Europe in November.

Click the video below to watch the Begin Desire short film.