RedBall & Bacardi-Martini an Activation Case Study for Martini's 150th Brand Anniversary Paris Event

RedBall Paris — Brand Collaboration Showcase

City & Year: Paris, April 18–28, 2013
Brand Partner: Bacardi-Martini France
Occasion: Martini’s 150th Anniversary
Campaign Theme: Martini Red Moments
Page: /cities/paris/

Strategic Impact✨

To celebrate 150 years of the iconic Martini brand, Bacardi‑Martini France partnered with Kurt Perschke's RedBall Project for a high‑impact **brand anniversary activation** across Paris. Over 10 days, the inflatable red sphere transformed architectural landmarks and public spaces—blending Martini’s heritage of joy, spontaneity, and visual elegance with urban spectacle.

The collaboration launched with a press conference and opening party hosted by Martini outside the Centre Pompidou, inviting press, VIPs, and cultural stakeholders to experience the work firsthand. Later in the week, RedBall hosted an artist signing and public event at the Colette bar, a landmark Parisian concept store on Rue Saint-Honoré. Throughout the run, key locations such as Canal Saint-Martin became visual anchors for both public interaction and international media coverage.

Metrics, Media & Brand Lift📈

• €820,225 in earned media value (compiled by DM Media Paris)

• Extensive national coverage across top-tier outlets:

  • Le Figaro, 20 Minutes, Madame Figaro, Version Femina, Direct Matin
  • Broadcast on BFM TV and M6 – Le 12:45

• International and digital press included The Guardian, GQ, Blouin Artinfo, MarieClaire.fr, DoItInParis, and Sortir à Paris

Media Quote:

“Volere é Potere… The RedBall Project is about transforming the everyday into an unforgettable shared moment—very much what Red Moments are all about.”
— Bacardi-Martini France

Brand Activation Highlights🤝

• Opening Night & Launch: Martini hosted a branded launch party and press conference at the Centre Pompidou on launch day

• Retail & Cultural Crossover: The Colette bar event created a direct interaction between artist and public, linking RedBall to Paris’s concept design culture.

• Daily Discovery: Each morning, RedBall appeared at a new location—from heritage facades to modern walkways—creating surprise and social buzz across the city.

• Featured Installation Site: Canal Saint-Martin, with its blend of historic ironwork and local street life, was one of the project’s most iconic Parisian backdrops.

  

Brand Alignment🎯

• Visual Identity: The red ball directly mirrored Martini’s Ball & Bar logo—iconic in its circular form and color.
• Anniversary Messaging: Martini’s “Red Moments” campaign sought to turn everyday experiences into celebrations—perfectly embodied by RedBall’s blend of architecture and whimsy.
• Public & Press Synergy: Hosted events amplified engagement, while RedBall’s approachable format generated organic social content and viral discovery.

🏷 A Model for Brand Anniversaries

This 150th anniversary activation exemplifies how large‑scale public art can elevate a legacy brand’s moment in the spotlight. RedBall helped Bacardi‑Martini:

• Reinforce visual identity through iconic red form
• Spark public curiosity and emotional connection across age groups
• Deliver media value without a conventional ad buy
• Connect heritage with contemporary cultural formats (street art, video, retail)

The Paris installation became a model for future anniversary campaigns using public art as both spectacle and storytelling.

Film Series: RedBall Paris in Motion🎬

As part of the activation, artist Kurt Perschke collaborated with director Anthony Gaddis—best known for his music video work with Mac Miller (1B+ views)—to create a cinematic short film each day during the project. Capturing the rhythm, discovery, and emotional tone of RedBall in Paris, these films extended the brand’s reach across digital platforms.

[Watch the trailer → ]

Artist Perspective

“The RedBall isn’t just placed in the city—it performs. The city’s architecture, the crowd’s energy, and the act of discovery are all part of the experience.”
— Kurt Perschke, Artist