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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'.
Credits Other credits

Managing Partner & Executive Chairman, Publicis Groupe China: Arto Hampartsoumian

Business Director: Joanne Liu

Associate Account Director: Emelyn Tan

Strategy Director: Tobias Wacker

Print Producer: Ken Wang

Studio: Jiayi Yu

Brand: Pernod Ricard China and Martell Mumm Perrier-Jouet

Client: Pernod Ricard China

VP, Marketing: Yann Soenen

Brand Director: Louis Cheng

Associate Brand Director: Tiger Wang

Senior Brand Manager: Selin Yin

Brand Manager: Dita Ouyang

Assistant Brand Manager: Keira Dong

Client: Martell Mumm Perrier-Jouët

Marketing Director: Richard Black

Style Director: Axelle De Buffévent

Global Creative Content Director: Aurélie Torre

Global Creative Content Senior Brand Manager: Elaïs De Bastard, Shirley Mabiletja

Global Creative Content Marketing Manager: Kerry Fazal

Head of Visual Design: Sophie Delannoy

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