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MARTINI launches ‘Dare to Be’ campaign

MARTINI is launching a new global campaign. MARTINI Dare to Be will appear first in Spain and Benelux this month, followed by Portugal and Italy, as well as appearing in advertising across Europe and North America. 
The campaign centres what MARTINI calls the ‘modern aperitivo movement’, with visuals showing friends with long drinks in the daytime. The visuals were created by campaign director Tom Noakes and fashion photographer Lou Escobar. 
Victoria Morris, MARTINI vice president, commented: “Style and playfulness are at the heart of MARTINI’s identity and have been a significant part of our heritage as an Italian brand. We wanted to bring these elements to the forefront through the message of MARTINI Dare to Be.
“With MARTINI Dare to Be, we’re continuing to partner with creative leaders who bring our vision of MARTINI to life. The bold visuals and composition of the campaign film and photography speak to our history as an icon of Italian magnetic style, elevating everyday moments with a style that showcases personality.”

7 May 2024 - Lucy Schofield