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Martell: Manifesto
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French Cognac brand Martell Noblige has launched an integrated multi-channel campaign via BBH China to reintroduce the brand in China and enhance its appeal to a younger Legal Drinking Age (LDA) audience, who are at the cutting edge of culture and exploring their alcohol preferences. The campaign uses the tagline 'Be a Standout Swift' and reinterprets Martell’s logo featuring a 'swift', which is inspired from a migratory bird found in the Cognac region of France, to communicate the Chinese new generation’s desire to take audacious risks. Now adapted globally, the tagline and the creative idea re-evaluates the traditional Chinese belief 'The bird that stands out gets shot down' that encouraged conformity for children in the pre-90s era and seeks to inspire the new generation to fearlessly follow their heart. The campaign is led by three films, shot by director and photographer Wing Shya and features singer, actor and philanthropist Chen Kun, fashion designer Angel Chen and E-Gamer Li Xiao Feng aka SKY. Each a celebrity and influencer in their own sphere, who have broken new grounds by challenging the norms in their own field. The films capture the individual journeys of each of the protagonists through dynamic visuals showcasing snippets of their professional challenges and triumphs. and ends with an inspiring message reinforcing the idea of being a 'Standout Swift'.
Managing Partner & Executive Chairman, Publicis Groupe China: Arto Hampartsoumian Related |
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