As a brand committed to drive positive change, Martell partnered with Janelle Monáe to celebrate those who boldly redefine conventions to benefit the many instead of conforming to codes that favour the few. Janelle, spreading her optimism and inimitable Afrofuturistic style, is the milestone of the Soar Beyond the Expected campaign, from which this film is the second chapter.

Her multi-dimensionality and unique frame of mind allow Martell to be singular and authentic in the expression of a powerful message to the Afro-American community, bringing more depth and deeper meaning to our tagline, “Soar Beyond the Expected”. A message as engaging as Janelle is, a call to action, to have the audacity to shape future.

Trusting Janelle’s creative instincts, this film is driving awareness and starting a meaningful conversation with our audience during a key cultural moment for them in the US – Black History Month and Women History Month.

Following the principle of the butterfly effect, seven portraits of inspiring personalities who dare to push the boundaries to live on their own terms are flowing in succession. Together, they create a raw and powerful choreography, while expressing their individuality through their achievements.

Janelle is first to speak up to celebrate those who inspired her to dare creating her own path, giving a voice to trailblazing members of the Afro-American community. Interconnections, bridges and common pathways are crucial in “The Unexpected Effect”, as Martell’s main message, “Soar Beyond the Expected” is not about succeeding alone for your own benefit. Quite on the contrary, it is about rising by lifting others. Janelle and each person she gives a voice to in “The Unexpected Effect” contribute to the global positive change in their society, and together, they demonstrate what it truly means to go beyond, for hundreds to follow.

To stay consistent with the first chapter of the Soar Beyond the Expected campaign, as well as to further leverage her already prolific universe, “The Unexpected Effect” starts and closes with Janelle, the common thread representing the unity of the Afro-American community. As an artist fighting for the rights of the BIPOC and LGBTQ+ communities, Janelle has the power and legitimacy to convey our message in the strongest and most authentic way possible.

Feeling trusted and able to express her vision of the future, Janelle will help Martell to further drive awareness around the brand and start a meaningful conversation with our audience during a key cultural moment for them in the US – Black History Month and Women History Month.

Several brand activations, as a Cocktail Kit are supporting a holistic approach behind the film, to multiply dialogue occasions with our audience.

“The Unexpected Effect” has been released on digital platforms at the occasion of Black History Month and Women History Month in the United States, at the end of February 2022. It is the second chapter of the “Soar Beyond the Expected” campaign, in partnership with Janelle Monae. Until the end of the campaign in June 2022, the film and its complementary content will be broadcasted in the USA and on Martell digital platforms worldwide.

So far, the video has been seen over 70MM times reaching 28.9MM people across social, YouTube and the Trade Desk. The Unexpected Effect messaging will continue to be broadcasted across multiple streaming platforms to appear on the big screen and then further amplified across devices through social and an online video buy to reach consumers across multiple touchpoints. This messaging is also complemented by static creative, audio spots and partnerships with custom components like a podcast series, editorial and even integrations with Janelle Monae. All of this is to help showcase how Martell stands behind the Afro-American community.