MARTINI had an image problem. Once the toast of the town in terms of style and relevance, it had become stagnant and outdated. To help solve this problem we created an interactive Europe-wide model talent competition to unearth the next face of the brand.
The competition lived online on MARTINI’s social channels, spanned 28 markets, collated nearly 140,000 votes and the resulting film content reached just under a million viewers.
Christian Louboutin was a judge, and the finalists were photographed by Bryan Adams (yes the singer) helping to increase brand buzz by 800%.