DESIGN PROBLEM & OUR INSIGHTS Design Problem & Our Insights
The Big Idea
Martini is a brand that celebrates the power and importance of quality time spent with close friends. There are forces that oppose this power of connection: the technological economy and digital communication. We never leave the office because we walk home with it in our hand. We are more prone to loneliness than those before. Now we see our friends more in the virtual world than the physical one. These are the forces that we need to oppose by coming together. Martini is the key!
It’s Martini Time. Our idea to bring MARTINI TIME into the physical world is to create an event. During this event, our audience could experience a world where you are able to be in the moment and connect with others. Whether that's making your own “Martini Time” with friends by learning how to make your own drinks; playing games that take you away from the screen of your phone and to interact with the people there and then; listening to music not just through your headphones or a speaker but from the instruments that made the sound. Our event brings to life the essence of what MARTINI TIME means:
We felt that “Martni time” would be a time to bring together the forces that oppose this disconnected digital world to find a balance. Martini could balance urban and nature, like the time we spend on social media with our friends and the time we see each other face to face. It would relate to forces like Friendship, teamwork and sense of belonging.
Event Purpose To promote Martini signature drinks and introduce to target audience of younger generation. To increase marketing exposure and brand awareness. To show how being together physically is something to cherish and do more often. To create memories, everlasting bonds, and a less isolated world.
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Friendship/ Family Love Enjoyment Teamwork The natural world Sense of community/ belonging Being in the moment physically not virtually
This is THE MARTINI WORLD!!! Join us and “Let’s make time for what we love”