Luck Is An Attitude is the first campaign born from the collaboration between Martini and Fred & Farid Group. More than just a brand signature, this new campaign is a whole new life philosophy. Luck Is An Attitude is about living life to the fullest, taking a chance and daring to be playful.
The star of the film was selected through a talent search on Facebook - The Kisser Casting enabled the brand to reach out to more than 800.000 fans on its Facebook page. Winner, Italian Yuri Buzzi won after a tough selection process between himself and more than 4000 applicants.
This is the first time that Fred & Farid have collaborated with Gorgeous, London's Peter Thwaites. In 2006 they worked together for Orange but this is a new alliance for Martini.
Luck Is An Attitude is filmed in split screen and set to the Andrews Sisters’ playful cover of the classic tune 'Oh Johnny, Oh Johnny Oh'.
Peter Thwaites said “The split screen concept was always going to be a challenge, but working alongside Fred and Farid made the whole creative process exciting and enjoyable too, I am very happy with the result. It is the perfect way to illustrate the brands philosophy 'Luck Is An Attitude' in a new and exciting way. The Martini advertisements have always been iconic so we knew we had to create something that would be celebrated but also that was relevant for a new generation”.
For Fred & Farid added "Working on a cross media challenge with Martini is extremely stimulating for the agency. The Brand Platform 'Luck Is An Attitude' marks Martini's brand evolution. The challenge is above all, in the path of the Kisser Casting Digital campaign and the Print campaign by Phil Poynter, the need to develop a new language for the brand; iconic brands have to reinvent their relationship with their consumers. The collaboration with Gorgeous and Peter Thwaites therefore struck us as obvious. We enjoy working together, there was no other possible choice for us or Arnaud Meyselle’s (Global Brand Director of Martini)"
Broadcasting from yesterday November 28th within Italy, Russia, Belgium and Spain.
Title: Luck Is An Attitude
Brand: MARTINI - Bacardi Global Brand
Agency: Fred & Farid Paris
Global Brand Director: Arnaud Meysselle
Copywriters / Artistic Direction:
Fred & Farid Agency supervisor: Rasjida Bouharrak
Agency TV producer: Kate Taylor
Film Director: Peter Thwaites
Production company: Gorgeous, London
Music / Artist: "Oh Johnny, Oh Johnny Oh" / The Andrew Sisters
Music production: Sizzer, Amsterdam