Martini is the first spirits brand to launch an AI-created campaign.

Agency AMV BBDO worked with AI tool Midjourney to create the work, which aims to visualise the tasting notes, ingredients, processes and flavours that come together in a bottle of Martini. Key words such as: botanicals, floral, petals, flowers, Artemisia and Roman Chamomile were fed into Midjourney to generate the images of nine different cocktails made with Martini, including the Martini Non Alcoholic Vibrante & Tonic, Martini Americano and cocktail of the moment, the Negroni Sbagliato. The assets will be used across social and digital platforms in markets globally.

"Martini has a rich history of iconic advertising, from their famous artist-commissioned, illustrated posters back in the 1930s through to Andy Warhol in the 1950s," commented João Paulo Testa, creative director at AMV BBDO, in a statement. “As the first spirits brand in the world to launch AI generated advertising, this step cements Martini's status as a cultural leader in the drinks advertising space.”

In the second phase, the proposal of a collaboration with Gucci for the SS23 elevated the work to a place that virtual models were starred wearing this fictional products around the social media, creating awareness and making the fans of both brands imagine how it would be in real life.

Role
Creative Direction