Martell Noblige inspires Chinese men to join an 'elegant movement'

This Martell Noblige campaign is based on the agency’s insight that as their success grows, Chinese men seek to be elevated by self-confidence and elegance within, going beyond the superficiality of materialism.

Led by a 60-second television commercial entitled 'Manifesto', London-based director Paul Gore shot the commercial entirely in Hong Kong. Portraying a series of young men in scenarios that capture their individual elegance, the TVC gives an insight to Chinese men in a fresh, modern and exciting way.

Through the invitation to “join the new elegance”, the campaign encourages people to take part in the movement - all in bid to attract new drinkers to the brand.

The agency said the creative direction for the TVC was to broaden people’s concept of elegance, inspiring a new style of masculine grace with energy and charisma.

Richard Cotton, business director at TBWA Shanghai, commented, “We are very proud to launch this ambitious campaign that is able to disrupt the category.”

The TVC is just the first of many exciting initiatives that will launch this year. The integrated campaign also launches with high-profile activation parties, print and outdoor advertising, combined with a social website and an immersive online campaign.

Pernod Ricard China marketing director, Pierre Berard, added, “We are delighted with the outcome. Delivering the campaign so elegantly is no mean feat.”

Credits:

Project Martell Noblige - Join The New Elegance Campaign
Client Pernod Ricard China 
Brief Re-positioning Martell Noblige as the elegant cognac for the elegant Chinese man.
Creative agency TBWA\Shanghai
ECDChien Hwang, Paul Wauters
Creative director Gregoire Chalopin
Associate creative director Eliza Wong
Art director Lomo Yang
Photographer Andreas Sjodin
Director Paul Gore
Director of photography Paul Lynch
Production company Flynn Productions
Production company producer Emma Butterworth
Planning director Nicolas Chemla
Executive producer Haydn Evans
Agency producers Sariyanti Sannie, Mona Chua
Business director Richard Cotton
Senior account director Frances Alvarado
Media agency Carat
Exposure TV