Martini campaign commemorates friendshipsBy Melita Kiely
Vermouth brand Martini and photographer Greg Williams are celebrating friends reuniting through a series of images.
Through the partnership, Martini and Williams are asking friends to submit images from their real in-life meetups as pandemic restrictions ease and people come back together.
Williams will launch the series with a collection of photographs featuring his wife, fashion model Eliza Cummings. Centred around a typical aperitivo hour, the image depicts a group catching up over cicchetti and drinking Martini Fiero and tonic water.
Victoria Morris, vice-president of Martini, said: “At Martini, we understand the importance of time spent with friends, it’s been at the very heart of our brand since it was founded by three friends over 150 years ago.
“We’ve all missed meeting with friends over the past year, but finally, as restrictions ease, we can now enjoy those incomparable face-to-face moments with the ones we love.
“Through our partnership with Greg Williams, we want people to celebrate reconnecting and help us capture this extraordinary moment in time.”
For the chance to be photographed by Williams and featured in the gallery, friends can submit their photos on Instagram using the hashtag #MARTINIMoments.
In March this year, Bacardi-owned Martini vermouth released three ready-to-drink products, including two alcohol-free aperitivo and tonic waters.