Martini Royale: The new drink from Bacardi. One part Martini. One Part Prosecco. The enemy: Mainstream-Aperol and Martini's own slightly dusty brand image. The solution that also won the pitch: A campaign that transports the nature of the drink via the inner life of the target audience (ridiculously named "aspiring stylish outlaws"). With corners and edges and a shot of schizophrenia. But in the end internal marketing politics reigned supreme: our campaign died a silent death and we were to adapt the international campaign from Fred & Farid Paris for the german market. Luckily, photographer extraordinaire Uwe Düttmann did such a great job that the european markets ended up using our motifs instead of those from Paris. Cheers.