Martini: Luck is an Attitude
Martini aimed to reinforce its brand as a symbol of sophisticated living and positive experiences. The client sought to connect with adults who valued enjoyment and personal agency, by inspiring them to embrace a proactive, optimistic outlook on life.
Creative Idea
Two parallel lives dramatically contrasted how attitude creates luck.
Martini's 'Luck Is An Attitude' campaign cleverly used parallel narratives to show how a positive mindset, rather than random chance, dictates one's experiences and opportunities, positioning the brand as an enabler of this empowering outlook.
The Global Search for a Professional Kisser
A Social First Casting Revolution
Martini bypassed traditional talent agencies to launch one of the spirits industry's first major social - led casting calls. Dubbed the Kisser Casting, the brand utilized Facebook as its primary engine, reaching over 800,000 fans. The digital - first strategy invited men from 16 countries to prove their charisma by uploading videos of themselves kissing. This generated massive earned media before a single frame of the ad aired, resulting in over 4,000 applicants. The winner, Italian actor Yuri Buzzi, received €150,000 and a role alongside 10 female models.
High Contrast and Split Screen Craft
Director Peter Thwaites and production house Gorgeous Enterprises utilized a sophisticated split - screen technique to visualize the campaign's core philosophy. By filming in high - contrast black and white, the production blended the "Dolce Vita" glamour of 1960s Italian cinema with a modern, high - energy pace. The rhythmic editing was synchronized to a reimagined version of the 1939 hit "Oh Johnny, Oh Johnny, Oh!" by The Andrews Sisters, adapted by Sizzer Amsterdam to appeal to a younger, aspirational demographic.
From Passive Luck to Active Style
The campaign successfully repositioned Martini from an "old - fashioned" aperitif to a lifestyle choice for the proactive individual. Beyond the screen, the initiative drove the successful launch of the Martini Royale - a 50/50 blend of Bianco and Prosecco - which became a key driver for sales in core European markets like Italy, France, and Spain. The project was so successful that a follow - up search was launched at the London Design Museum to find a female lead for the brand's 150th anniversary, offering a prize pack that included 12 pairs of Christian Louboutin shoes.
Creative Strategy Deconstructed
Company
Martini, a brand associated with sophisticated enjoyment, could credibly link itself to a positive, confident lifestyle.
Category
Alcohol advertising often focused on social status or escapism, rather than internal mindset as a driver of experience.
Customer
Consumers desired agency over their lives and sought ways to feel more in control, beyond just external circumstances.
Culture
A growing cultural belief in the power of positive thinking and personal agency resonated with the campaign's message.
Company
Martini, a brand associated with sophisticated enjoyment, could credibly link itself to a positive, confident lifestyle.
Category
Alcohol advertising often focused on social status or escapism, rather than internal mindset as a driver of experience.
Strategy:
Demonstrate the transformative power of internal disposition on external outcomes.
Customer
Consumers desired agency over their lives and sought ways to feel more in control, beyond just external circumstances.
Culture
A growing cultural belief in the power of positive thinking and personal agency resonated with the campaign's message.
Strategy:
Demonstrate the transformative power of internal disposition on external outcomes.
Strategy Technique
Create Contrast
The ad dramatically showed the 'before' and 'after' of attitude, making the impact undeniable. It exaggerated the difference to underscore the brand's core message.
Explore Technique
Creative Technique
Compare & Contrast
The campaign visually juxtaposed two identical Johnnys experiencing vastly different outcomes. This stark comparison effectively highlighted the central message that attitude shapes one's luck.
Explore Technique
Craft Breakdown
This campaign's craft is exceptional in its use of film direction and editing to tell a visually compelling story, complemented by a strong musical choice that perfectly sets the tone.
The direction masterfully creates two distinct and engaging parallel narratives within a single frame, perfectly executing the comedic timing and emotional beats for both 'lucky' and 'unlucky' Johnny.
The black and white aesthetic and dynamic camera work evoke a classic cinematic feel, enhancing the storytelling and making each 'Johnny's' journey visually distinct and compelling.
The chosen jazz song 'Oh Johnny' is perfectly integrated, not only providing a catchy, cheerful soundtrack but also using its lyrics to narrate and reflect on the central theme of luck and attitude with wit and charm.
The split-screen editing is flawlessly executed, maintaining perfect synchronization and pacing between the two narratives, which is crucial for the ad's comedic effect and thematic contrast.
The campaign's brilliance stems from the synergistic interplay of its direction, split-screen cinematography, and music, which together create a vivid and memorable demonstration of how attitude influences perceived luck.
