We recently completed a European-wide broadcast campaign for Martini’s newest product, “Rosato.” Directed by Michael Haussman, the campaign centers around a new, modernized version of Edith Piaf’s classic La Vie En Rose. As part of our ongoing effort to break down boundaries, we created a complete music strategy including artist integration for the agency. duotone identified emerging Universal Records recording artist Melanie Fiona and teamed with her to sing the song both in its commercial version and as a separately distributed single.
Ultimately, the song will be be used for several TV and radio advertisements. In addition, Melanie will be doing launch events for the product throughout Europe, which dovetails with the release of her album there.
You can also check out the song as a full-length single:
Melanie Fiona “La Vie en Rose”