ASIA-PACIFIC – SHANGHAI, CHINA, JANUARY 17, 2011 –TBWA\Shanghai is set to launch a fully integrated campaign for Martell Noblige that encourages China’s growing pool of upwardly mobile young men to embark on a journey of self-discovery.
The campaign is based on the insight that as their success grows, Chinese men seek to be elevated by self-confidence and elegance within, going beyond the superficiality of materialism. Martell Noblige invites them to join this movement to achieve true elegance beyond money and status.
Led by a 60-second television commercial entitled “Manifesto”, the integrated campaign also launches with high-profile activation parties, print and outdoor advertising, combined with a social website and an immersive online campaign.
London-based director Paul Gore shot the commercial entirely in Hong Kong. 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.
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.
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.”
Pernod Ricard China Marketing Director, Pierre Berard, added, “We are delighted with the outcome. Delivering the campaign so elegantly is no mean feat.”
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