Tapping into the audience’s passion for authentic success stories, we created a program that put their attitude in the spotlight : a global casting competition to find the star of the next MARTINI TVC, with a prize that would make any young woman scream : 12 pairs of Louboutin shoes.

In line with our « Luck Is An Attitude » tagline, the casting was designed to provoke the audience to push their luck, creating brand content that got the world and the media talking, while recruiting the next generation of consumers.