For over 300 years, Martell has been challenging conventions, bridging cultures and communities, but it was time for Martell to recruit the next generation of cognac drinkers that would stand with us in the fight against discrimination and homophobia.

As a long-standing leader in China, we selected Hong Kong as our target, where the weight of tradition has silenced almost 400,000 people who claim their right to marry and has forced them to live in the shadows.

Martell believes in people who are audacious, and this time it was up to us to be audacious as well. We decided to put the names of LGBTQI+ people forced to live in the shadows and proudly brought them to the face of the world.

Embodied by Kayla Wong, fashion designer and LGBTQI+ activist, we create a series of "Pride T-shirts" with the names of all the couples who are forbidden to marry and who no longer want to hide.

For the month of January, the brand featured Kayla Wong, owner of Basics_for_basics, a brand of ethical clothing, fairly made, sustainable and recycled. For the whole month, we used our platforms to highlight her actions and help her promote love among all.

Martell put aside any product to fulfill its primary mission: to help talents push the world forward. And with the Pride T-shirts we were able to show the love stories that no one wants to see.

We created content around Kayla Wong and her goal to push forward a movement of love and inclusion. Together with her, we chose LGBTQI+ couples and designed a t-shirt series with their names. They were also able to tell their stories in podcasts broadcasted in Kayla Wong's e-shop, where the T-shirts were sold.

Proceeds from the T-shirts are going to help support the Gay Games scheduled in Hong Kong in 2022.

With 5.8 Million Impressions and 500K Engagements, we managed to reach #1 for Share of Engagement in the entire cognac category in China and #2 in Share of Voice.

Yet our most proud result is that because all the limited edition T-shirts were sold out in a matter of days, people got involved by writing their own name, selling, in the end, more than 1500 Pride T-shirts, and having thousands of people become ambassadors of this audacious movement born in Hong Kong.