| Title | #NOTCOMINGSOON |
| Brand | REMY COINTREAU |
| Product/Service | LOUIS XIII COGNAC |
| Category |
A01. Fast Moving Consumer Goods |
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Entrant
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FRED & FARID New York, USA
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Idea Creation
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FRED & FARID New York, USA
|
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Idea Creation 2
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FRED & FARID PARIS, FRANCE
|
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Media Placement
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FRED & FARID New York, USA
|
|
PR
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FRED & FARID New York, USA
|
|
Production
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FRED & FARID New York, USA
|
|
Additional Company
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REMY COINTREAU Paris, FRANCE
|
Credits
| Laurent Leccia |
FRED & FARID |
Creative director |
| 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 |
| Fred & Farid |
FRED & FARID |
Chief creative officers |
| 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
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 IN 2115. THE TIME IT REQUIRES TO MAKE LOUIS XIII.
A STRONG ARTISTIC PERFORMANCE THAT EXPLORES THE THRILLING ASPECT OF TIME, BY TEASING PEOPLE’S CURIOSITY AND PROVOKING REFLECTION BETWEEN THE PAST, PRESENT AND 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.
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.
The Situation
MORE THAN OTHERS, LUXURY BRANDS ARE USED TO COMMUNICATE IN CONVENTIONAL WAYS LIKE PRINT AND OOH. LOUIS XIII DIDN’T HAVE ENOUGH MEDIA MUSCLES TO SPREAD ITS MESSAGE IN A TRADITIONAL MANNER. WHILE SUPER-WEALTHY AUDIENCE IS USED TO HAVE "EVERYTHING RIGHT NOW » AND INDULGE IN « INSTANT GRATIFICATION », WE LAUNCHED THE 1st « DELAYED GRATIFICATION » CAMPAIGN. SOMEWHERE BETWEEN A PR STUNT AND A CONTEMPORARY ARTS PERFORMANCE, WE PROVOKED THOUGHTS AND MADE IT HARD FOR JOURNALISTS TO IGNORE SUCH A MYSTERIOUS, UNUSUAL HEADLINE: THE LAUNCH OF « THE MOVIE YOU’LL NEVER SEE »
The 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.