Cannes Lions

TEAM UP

FRED & FARID NEW YORK, New York / REMY MARTIN / 2021

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Film
Presentation Image

Overview

Entries

Credits

Overview

Background

The relationship between Cognac and African Americans started when the African American soldiers based in the south-west of France discovered it, during the two World Wars.

Let’s celebrate the true story of a multicultural connection, that started in France, in the land of Cognac, and traveled through the decades to settle in America and beyond. We’ll follow the symphonic waves from Jazz to Hip-hop. Music that everyone can relate to, whatever your origins are.

Idea

Usher narrates a story spanning the decades from 1910’s to present day, celebrating Cognac and African American Music’s common story. We pay tribute to the multi-cultural connections, celebrated styles and rhythms of the past. From Blues to Hip-Hop, Swing Dancing to Break-Dancing; Usher and Rémy Martin 1738 Accord Royal travel through decades in France and the US, to honor these cultural figures; both rooted in a shared philosophy of aiming for the stars.

Strategy

Teaming up with Usher and other distinguished talent such as Raphael Saadiq, Aakomon Jones, Marci Rodgers and Jake Nava, we will celebrate this meeting with a short film balancing modernity and tradition.

This entertaining story will take us from blues to hip-hop. An iconic and timeless musical ballad told in a modern way. A celebration of Music and Cognac, both which require time and talent to achieve excellence.

Execution

For almost 300 years, the story of Rémy Martin has been one of family, partners and collective success. Teamwork has always been at the heart of the brand, passing the spirit of collaboration on to younger generations. “Team Up For Excellence” is a further extension of the brand’s ethos, the desire to team up with others in a quest for excellence has been a part of the Rémy Martin ethos since 1724, with the constant dedication to creating premium Cognac.

Outcome

(Organic Results Only - 24 hours results)

Follower Growth: +578 across platforms (714.1% spike in growth since start of campaign)

Media Views: 500K video views

Engagements: 15.5K

+15% Share of Voice compared to in-category competitors over the past week

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