REMY MARTIN
Creative Direction, Art Direction, Copywriting
In less than a year of winning the Cadillac business, Lowe Campbell Ewald was invited to partake in developing Rémy Martin's first global market campaign. Rémy Martin had appointed Lowe and Partners as the lead global agency following a pitch by the London office of DLKW Lowe. They were to run the global Rémy Martin business with support from Lowe and Partners network offices in the key regions of U.S. and China. As the US hub, Lowe Campbell Ewald's only requirement was to make sure that they use the Rémy Centaur logo in the creative approach. In the end, I didn’t just use the logo; I was able to link it to a defining principle of a new generation. The One Life/Live Them campaign promoted the “Slash Generation” to explore all their talents. Rémy Martin's first Global campaign launched in November of 2014. It featured US actor Jeremy Renner, as a producer, singer, and renovator. The concept even inspired a 60-second ad, featuring the actor in action as an all-out renaissance man. The campaign contained print, commercial, OOH, digital display, social media and event activations.
Remy Martin also launched the campaign in China featuring actor Huang Xiaoming.
After the first year of the campaign, Rémy Martin had a net profit reached 110.4 million euro, up nearly 17%, as the liquor manufacturer mainly sold more brandy, liquors, and whiskey in the United States, Africa, Germany, the United Kingdom, and Japan. The cognac recorded volume sales of 2.1 million 9 liter cases worldwide in 2017.
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