Challenge:

How do we connect with millenials to position Rémy Martin as the brand they choose to define themselves?


Approach:

Create an idea that millenials can identify with and project themselves onto.


WHO ARE YOU?

We live in a world that wants to define people by what they do. However, people are much more complex than that. Rémy took this opportunity to champion being MULTIFACETED.


TV SPOT

Starring Jeremy Renner, the TV commercial shows Renner in multiple life roles to communicate the greater idea of ONE LIFE / LIVE THEM.

BRAND EQUITY

Rémy Martin wanted to use the Centaur Logo as the center of the campaign to fortify its brand recognition.

The spear held by the Centaur is the visual element that ties the entire campaign together, serving as The Slash.

PRINT

Glamour shots of our celebrity partners, each with their personal and defining moniker. Having each image the same is the strength behind the idea. It's even somewhat Andy Warhol-ish.

WEB PRESENCE

A new web experience was created to support the larger campaign idea. An infomation hub for the brand and its products, lifestyle ambassators, news, events, social engagements, and everything Rémy.

CIRCLE OF CENTAURS

The Circle of Centaurs is meant to evolve the old campaign ambassators into the new campaign Avengers. Transitioning from an Alpha Male Campaign, “Look how great I am” to “I’m great and I want all my buddies to be great!”

Create an Alpha Team.

We used several successful industry case models to pitch this. Outside of alcohol, Marvel and now DC have used great interwoven story models that we took inspiration from.

This UX campaign model was the blueprint for the entire campaign.

SOCIAL MEDIA

The campaign really invites people to volunteer what their slashes consist of.

The brand promoted triggering these urges for people with work that lived across all mediums.