Immagina

A woman in a yellow dress stands under blue skies in front of a blue and white arch against a stunning Mediterranean coastline. In front of her the path is lined with lemon trees.

Client

Malfy-Pernod Ricard Global

Craft's Role

Innovation, Operations and Technology

Industry

Beverages (Alcohol)

Location

Global

Agency / Partner

Craft Spain, McCann London, MENTAL! (Turkey), Wild Pony & La Metropolitana, Freckle Music

Transport yourself to the world of Malfy Gin

What we did

Immagina Malfy is an Italian gin that taps into the consumers’ desire to get away from the monotomy of everyday life and to live La Dolce Vita. We delivered a global campaign for Malfy that encapsulates it as a true icon of Italian style. The campaign included a main TV ad, social media posts, digital and traditional OOH and off-premise POS.

How we did it

Malfy is a relatively new and cool brand that wants to reinforce its positioning as an extraordinary, diverse, and premium but accessible to young adults. To meet the client’s ambition to become an icon of Italian style, we set out to bring the idea of a colourful, vibrant and distinctive ‘Malfy World’ (inspired by the taste and aromas of the botanicals used to create Malfy gin) to life.

We wanted to capture the feeling and personality of the brand, inviting people in so that they could almost taste it.

Two young women in beautiful and colorful outfits, one with an Italian flair wearing a white two-piece outfit with yellow flowers, and the other wearing an orange two-piece outfit. They stand in front of trees, holding large glasses filled with a refreshing drink with ice. A man holds a bottle of MALFY, and everyone is happy and smiling.

Capturing the Italian Essence

The client wanted a location that epitomized Amalfi Coast. We proposed creating a ludic Italian-like Malfy place, shooting with an Italian director who understood the culture and ethos of the brand. To ensure the campaign would appeal to multiple global markets and cultures, we did an extended casting in Italy and the UK. This enabled us to target different audiences while still encapsulating Italy and that region.

Four bottles of Malfy Gin are prominently displayed on a table, set against a coastal backdrop. The bottles are beautifully framed by intricate graphics of Mediterranean blue and white tiles, adding to the inviting and refreshing vibe of the scene.

A bottle of pink Malfy Gin is prominently displayed on a table, set against a coastal backdrop. A refreshing glass, filled with ice and garnished with a sprig of rosemary, sits invitingly next to the bottle. The scene is beautifully framed by Mediterranean blue and white tiles, adding to the inviting and refreshing vibe of the image.

Immagina

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