Press - Experiential - Branding
Courvoisier’s new campaign idea ‘Here’s to now’ is all about living in the moment. While most spirits brands either lecture consumers about their product heritage or offer lofty promises about the future, Courvoisier wants to inspire people to be spontaneous and simply enjoy now.
Press ads showed spontaneous drinking occasions, art directed to lift the brand from a dark, members club bygone era into the here and now.
Working on this campaign, we created the ‘Courvoisier Express’ – an experiential event that had Courvoisier’s impromptu spirit at its heart.
We hired an entire carriage on the Eurostar train and filled it with anyone who decided to drop everything and grab one of the last minute tickets distributed online and at St Pancras station.
The destination? An unforgettable night out in Paris.
Extra ideas included the 'Ice Bucket List' full of luxury must-do things, press ads with limited shelf life so viewers had to act on them and pre-rolls that dared people to veer from their viewing.
Photographer - Jillian Lochner