Play with time

Agency: RCG


The goal of the project: promotion of a new communication platform.
In 2016, Martini has introduced a new communication platform PLAY WITH TIME and a new design of the bottle. Moreover, the brand has continued to drive its legendary Martini-tonic cocktail in Eastern Europe (Russia, Ukraine, Poland, Kazakhstan), though the possibilities of alcoholic beverages advertising are largely limited in these countries.
To reach out to young urban trendsetters, we used a new super-short format of the Instagram-sitcom. PLAY WITH TIME is a series of ironic sketches about people who don’t waste their time in boredom and fill their life with bright moments.
This sitcom urges to appreciate every moment of your life and make it bright and memorable. All the characters seem close to so many viewers: almost everyone could recognize themselves while watching these sketches. Besides, the microformat of this sitcom is very convenient for viewers: one needs just half a minute to watch an episode.

This professional campaign titled 'Play with time' was published in Russia in January, 2017. It was created for the brand: Martini, by ad agency: RCG. This Content medium campaign is related to the Alcoholic Drinks industry and contains 1 media asset. It was submitted about 7 years ago.


Advertising Agency: RCG, Moscow, Russia


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