By Rebecca Stewart | Trends Editor

June 22, 2017 | 2 min read

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Martini has launched a global campaign celebrating its Italian roots with the aim of bringing to life the country's joyful 'gioia di vivere' mindset.

The Bacardi-owned drinks brand enlisted TV and commercial director Autumn De Wilde and cinematographer Luca Bigazzi to collaborate on the film, which shows various characters weaving their way through the side streets of Rome before converging on a picturesque piazza.

Ryan Heffington, who choreographed Sia’s Chandelier video, devised the routine depicted in the minute-long film.

The ad also features cameo appearances from a number of celebrities and influencers including ex-Formula One driver Susie Wolff, French fashion blogger Camille Charriere and Russian actress Ravshana Kurkova.

Created by AMV BBDO variations of the film will be shown across digital channels and broadcast across the influencers’ own channels.

Martini recently unveiled a tongue-in-cheek campaign as part of its ongoing marketing around Formula One, announcing the return of its track side billboard featuring model Jessiqa Pace. The brand previously garnered attention after a poster depicting the model was reported to have "distracted" the drivers back in 2009, and as such it has sought to play upon the same idea at this year's tournament.

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