By John Glenday

Drinks brand Martini is mounting a bid to capture a greater slice of the 25-34 market with the launch of a global cross-media campaign.

Centred on a short film, directed by Jake Scott, the Begin Desire camapign seeks to resonate with the demographic and by highlighting the brands Italian roots and encouraging people to think big and act on their desires.

Shot on location in Rome it tracks a waitress clearing tables who uncovers the words ‘Begin Desire’ scrawled on a napkin by a customer. Further invitations ultimately lead her to a train station whereupon the crowds vanish and she boards a Read full story ›

Source: The Drum