Aleix Bou | CD / CW
Freelance Creative Director and Copywriter from Barcelona
Freelance Creative Director and Copywriter from Barcelona
Hiring an infuencer to not influence
Martini was launching its latest premium offering, the Martini Riserva Speciale Vermouth—a product distinguished by its enhanced body and refined recipe, designed for those moments of relaxed enjoyment with friends. Embodying Martini's brand philosophy of fostering connections, the product launch coincided with the recent unveiling of the brand purpose: dedicating more time to meaningful friendships. For the campaign, we hired the celebrated actress and influencer, Esther Acebo from "La Casa de Papel" AKA Money Heist to not influence. In a departure from conventional approaches, we orchestrated a unique experience. Instead of traditional interviews and photocalls, Esther shared an unforgettable afternoon with her closest friends at one of Barcelona's top vermouth bars—an exclusive, closed-door affair. What unfolded during that special afternoon remained a cherished secret among them, encapsulating the essence of Martini's commitment to authentic, shared moments.