Remy Cointreau: Not Coming Soon [video]

Credits & Description:

Title: Not Coming Soon
Agency: Fred & Farid
Brand: Remy Martin
Country: USA
Advertising Agency: Fred & Farid, New York
Entrant Company: Fred & Farid, New York
Media Agency: Fred & Farid, New York
Pr Agency: Fred & Farid, New York
Production Company: Fred & Farid, New York
Head Of Digital: Jim Tran (Fred & Farid)
Creative Director: Laurent Leccia (Fred & Farid)
Chief Creative Officers: Fred & Farid (Fred & Farid)
Art Director: Anthony Bober (Fred & Farid)
Hear Of Production: Karim Naceur (Fred & Farid)
Creative: Radouane Guissi (Fred & Farid)
Global Executive Director: Ludovic De Plessis (Remy Cointreau)
Execution:
WE ACTIVATED SOCIAL MEDIA WITH BACKSTAGE PHOTOS TO CREATE INTRIGUE AND FUEL CONVERSATIONS.#NOTCOMINGSOON WAS LAUNCHED ON TUESDAY, NOVEMBER 18 WITH AN EXCLUSIVE SCREENING OF THE FILM’S FEATURETTE AT THE GOLDSTEIN MANSION IN LOS ANGELES. JOHN MALKOVICH PLACED THE FILM REEL INTO A CUSTOM SAFE AND SET THE TIMER FOR THE OFFICIAL PREMIERE IN NOVEMBER 2115. TO ENSURE THAT THE FILM IS HELD SECURE UNTIL ITS OFFICIAL PREMIERE, IN ONE HUNDRED YEARS, IT WAS PLACED IN A STATE-OF-THE-ART SAFE CREATED IN PARTNERSHIP WITH FICHET-BAUCHE, A WORLD-LEADER IN SECURE STORAGE FACILITIES. THE CUSTOM-DESIGNED SAFE FEATURES BULLETPROOF GLASS AND A STATE-OF-THE-ART TIMER. THERE IS NO WAY OF OPENING IT UNTIL THE ONE HUNDRED YEAR COUNTDOWN IS COMPLETE ON NOVEMBER 18, 2115ALL THE GUESTS AT THE EVENT RECEIVED A METAL CINEMA TICKET INVITING THEIR HEIRS TO AN EXCLUSIVE SCREENING OF THE FILM IN 2115, AT THE LOUIS XIII PROPERTY IN COGNAC, FRANCE.
Synopsis:
LOUIS XIII COGNAC IS ULTRA-PREMIUM, EXCLUSIVE, RARE, & TIMELESS, CREATED IN 1874. EACH DECANTER TAKES 4 GENERATIONS OF CELLAR MASTERS OVER 100 YEARS TO CRAFT. ITS GRAPES GROW IN THE CHALKY SOILS OF GRANDE CHAMPAGNE, THE MOST SOUGHT-AFTER AREA OF THE COGNAC REGION, IN FRANCE. WHILE IT IS THE ULTIMATE COGNAC WITH TRUE AUTHENTICITY, THE BRAND IS VIEWED AS LACKING IN EXCITEMENT BY CONSUMERS. IN ORDER TO BE AN ICON OF ULTIMATELY LUXURY, IT IS CRITICAL FOR THE BRAND TO UNDERGO A REVIVAL IN EXCITEMENT, IMAGINATION, MAGIC, AND EMOTION.THE OBJECTIVE WAS TO BRING BACK THE THRILL AND CREATE A MYSTERIOUS, ENGAGING AND THOUGHT-PROVOKING EXPERIENCE, SO THAT LOUIS XIII CAN BECOME AN ICON OF ULTIMATE LUXURY: A REFERENCE IN TOP LUXURY ACROSS ALL CATEGORIES.
Outcome:
WITHOUT SHOWING A SINGLE IMAGE OF THE ACTUAL FILM, WE GOT THE WORLD’S ATTENTION AS WELL AS HARDCORE FANS. WE RECEIVED OVER 1.8 MILLION VIEWS, MORE THAN 800 EARNED MEDIA PLACEMENTS ACROSS 130 COUNTRIES, FOR A TOTAL OF MORE THAN 150 MILLION IMPRESSIONS. «100 YEARS» WAS CHOSEN BY LUXURYDAILY AS ONE OF THE TOP 10 MARKETING EFFORTS OF THE YEAR.
Strategy:
LOUIS XIII IS NOT SOMETHING YOU CAN FULLY EXPLAIN WITH WORDS. YOU NEED TO EXPERIENCE IT. THE OBJECTIVE WAS NOT TO BE TALKATIVE ABOUT THE PRODUCT’S NUMEROUS QUALITIES, BUT TO CREATE A MYSTERIOUS, AND THOUGHT-PROVOKING EXPERIENCE. WE NEEDED TO FIND A STORY GROUNDED IN THE PRODUCT TRUTH. AS A BRAND THAT TAKES A CENTURY AND 4 GENERATIONS OF CELLAR MASTERS TO CREATE ONE OF THE MOST LUXURY COGNAC ON EARTH, WE WANTED TO REMIND EVERYBODY THE TRUE GENIUS OF TIME. IT HAD TO CREATE A DEEP IMPACT AND LEAVE AN UNFORGETTABLE MARK. THE TARGET AUDIENCE ARE WEALTHY MEN, 35+ YEARS OLD, GENERAL MARKET / MULTI ETHNICITY. HNWI (FINANCE, EXECUTIVES, HOLLYWOOD MOGULS, PROFESSIONAL ATHLETES, ARTISTS) WHO ARE COGNAC AND WINE CONNOISSEURS WHO APPRECIATE THE DETAIL AND CRAFT OF TRUE LUXURY. THE SECONDARY TARGET IS HNWI WOMEN.
Campaign Description:
AS A BRAND THAT TAKES A CENTURY AND 4 GENERATIONS OF CELLAR MASTERS TO CREATE ONE OF THE MOST LUXURIOUS COGNACS ON EARTH, WE WANTED TO REMIND EVERYBODY THE TRUE GENIUS OF TIME. THE CENTERPIECE OF THIS PLATFORM IS AN EXCLUSIVE FEATURE FILM « 100 YEARS #NOTCOMINGSOON », WRITTEN BY AND STARRING JOHN MALKOVICH, SHOT BY ROBERT RODRIGUEZ. THE CONCEPT IS THAT THIS FILM WILL ONLY BE RELEASED 100 YEARS AFTER ITS MAKING, IN 2115. THE TIME IT REQUIRES TO MAKE LOUIS XIII. IT’S A STRONG ARTISTIC PERFORMANCE THAT EXPLORES THE THRILLING ASPECT OF TIME, BY TEASING PEOPLE’S CURIOSITY AND PROVOKING REFLECTION BETWEEN THE PAST, THE PRESENT AND THE FUTURE.#NOTCOMINGSOON IS A PLAYFULLY MYSTERIOUS AVANT GARDE PROJECT, THAT CREATES A NEW GENRE : DELAYED GRATIFICATION. IT CREATES MYSTERY IN AN UBER TRANSPARENT WORLD AND PROVOKES SOME VERY DEEP QUESTIONING ABOUT THE WORLD WE WANT TO GIVE TO FUTURE GENERATIONS.