Buzz generation through finding an "Average Joe" star for a global campaign can bit hit or miss, but it looks like Martini has finally nailed the creative process behind this...and if it is endorsed by Christian Louboutin and e-commerce giant My-Wardrobe.com, then they are definitely doing something right.
The drinks brand, that has previously partnered with Dolce & Gabbana on various initiatives, has launched a global search to find a new female star (they found a male star Yuri Buzzi last year - check out the final advert below) to be the next face of it's brand. No celebrity need apply.
Previous Martini stars include Hollywood royalty Charlize Theron, Nicollette Sheridan and Monica Bellucci and they are now looking to add an unknown face to their books that embodies both the style and personality of the brand.
Not only does the winner get to be made into a campaign superstar, the lucky girl (who needs to be over 25 due to various alcohol marketing regulations) will also receive €150,000, 12 pairs of Christian Louboutin shoes and a year's worth of designer outfits from My-Wardrobe.com. Footwear deity Christian Louboutin is the international judge and the chic Josephine De La Baume plays the head UK judge.
Any woman over 25 can enter the Martini global casting at www.facebook.com/MARTINI, by uploading a short video describing why they should be the next Martini star. The closing date is 9 July 2012. The winner will be announced by the panel October 2012.