Title	#NOTCOMINGSOON
Brand	REMY COINTREAU
Product/Service	LOUIS XIII COGNAC
Category	A03. Online: Fiction & Non-Fiction
Entrant	FRED & FARID New York, USA
Idea Creation	FRED & FARID New York, USA
Idea Creation 2	FRED & FARID PARIS, FRANCE
Media Placement	FRED & FARID New York, USA
PR	FRED & FARID New York, USA
Production	FRED & FARID New York, USA
Additional Company	REMY COINTREAU Paris, FRANCE

Name	Company	Position
Fred & Farid	FRED & FARID	Chief creative officers
Laurent Leccia	FRED & FARID	Copywriter
Laurent Leccia	FRED & FARID	Art Director
Radouane Guissi	FRED & FARID	Art director
Anthony Bober	FRED & FARID	Art director
Karim Naceur	FRED & FARID	Agency head of production
Jim Tran	FRED & FARID	Agency digital producer
Robert Rodriguez	/	Director
Eddy Briere	/	Photographer
Leo Copet	FRED & FARID	Music Supervisor
Laurent Leccia	FRED & FARID	Creative Director
François Grouiller	FRED & FARID	General manager
Fred & Farid	FRED & FARID	Chief Creative Officer
Dushan Karageorgevitch	FRED & FARID	New Business Director
Ludovic Du Plessis	Remy Cointreau	Global Executive Director
Caroline Lecarpentier	Remy Cointreau	International Press Relations Manager
Ingrid Gnanadicom	Remy Cointreau	Senior International Digital Marketing Manager

The Campaign

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. 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.

Creative 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, 2115 ALL 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.

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.

BECAUSE LOUIS XIII IS A RELATIVELY SMALL-VOLUME BRAND, IT DIDN’T HAVE ENOUGH MEDIA MUSCLES TO SPREAD ITS MESSAGE IN A TRADITIONAL MANNER. THAT’S WHY WE LAUNCHED « THE MOVIE YOU’LL NEVER SEE». GOING BEYOND CONVENTIONAL STORY-TELLING,WE UNLEASHED AN ESSENTIAL INGREDIENT: MYSTERY. INDEED, THE MAIN PIECE OF CONTENT WE PRODUCED CAN’T BE SHOWN AND IS CURRENTLY LOCKED IN A TAILOR-MADE SAFE BOX UNTIL 2116. IT WAS LAUNCHED DURING A GRAND « NON PREMIERE » WHERE THE HOLLYWOOD WHO’S WHO CAME TO SEE THE MYSTERIOUS FILM BEING LOCKED FOR 100 YEARS IN A SAFE BY THEIR CREATORS JOHN MALKOVICH AND ROBERT RODRIGUEZ

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.