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Ads for Bombay Sapphire gin have showcased designers’ versions of the classic martini glass since 1992. This year, the client and its shop decided the campaign—like James Bond’s perfect martini—needed a shake-up.

“We were testing whole new concepts, but the martini-glass campaign still tested better than anything else,” said Fritz Westenberger, co-creative director at Margeotes|Fertitta + Partners, the client’s agency since the brand’s inception.

So the New York-based shop decided to keep the basic concept of the campaign—a bottle and glass against a blue background—hire a new photographer, Shu Akashi and change the tag from “Pour something priceless,” to...

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