#NOTCOMINGSOON

Title#NOTCOMINGSOON
BrandLOUIS XIII
Product / ServiceCOGNAC / SPIRIT
CategoryA03. Online: Fiction & Non-Fiction
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Production FRED & FARID SHANGHAI, CHINA
Media FRED & FARID SHANGHAI, CHINA
PR FRED & FARID SHANGHAI, CHINA
Contributing REMY COINTREAU Paris, FRANCE

Credits

Name Company Position
Fred & Farid FRED & FARID Chief creative officers
Laurent Leccia FRED & FARID Creative director
Laurent Leccia FRED & FARID Copywriter
Laurent Leccia FRED & FARID Art director
Radouane Guissi FRED & FARID Art director
Anthony Bober FRED & FARID Art director
Karim Naceur FRED & FARID Agency producer
Jim Tran FRED & FARID Digital agency producer
Robert Rodriguez / Director
Eddy Briere / Photographer
Leo Copet FRED & FARID Music supervisor
Fred & Farid FRED & FARID Agency supervisor
François Grouiller FRED & FARID Agency supervisor
Dushan Karageorgevitch FRED & FARID Agency supervisor
Ludovic Du Plessis Remy Cointreau Brand supervisor
Caroline Sarrot Lecarpentier Remy Cointreau Brand supervisor
Ingrid Gnanadicom Remy Cointreau Brand supervisor

The Campaign

THE CENTERPIECE OF THIS PLATFORM IS AN EXCLUSIVE FEATURE FILM « 100 YEARS #NOTCOMINGSOON », WRITTEN BY AND STARRING JOHN MALKOVICH, SHOT BY ROBERT RODRIGUEZ. THE CONCEPT IS THAT THIS FILM WILL ONLY BE RELEASED 100 YEARS AFTER ITS MAKING, IN 2115. THE TIME IT REQUIRES TO MAKE LOUIS XIII. IT’S A STRONG ARTISTIC PERFORMANCE THAT EXPLORES THE THRILLING ASPECT OF TIME, BY TEASING PEOPLE’S CURIOSITY AND PROVOKING REFLECTION BETWEEN THE PAST, THE PRESENT AND THE FUTURE. #NOTCOMINGSOON IS A PLAYFULLY MYSTERIOUS AVANT GARDE PROJECT, THAT CREATES A NEW GENRE : DELAYED GRATIFICATION. IT CREATES MYSTERY IN AN UBER TRANSPARENT WORLD AND PROVOKES SOME VERY DEEP QUESTIONING ABOUT THE WORLD WE WANT TO GIVE TO FUTURE GENERATIONS. AS A BRAND THAT TAKES A CENTURY AND 4 GENERATIONS OF CELLAR MASTERS TO CREATE ONE OF THE MOST LUXURIOUS COGNACS ON EARTH, WE WANTED TO REMIND EVERYBODY THE TRUE GENIUS OF TIME.

Creative Execution

WE ACTIVATED SOCIAL MEDIA WITH BACKSTAGE PHOTOS TO CREATE INTRIGUE AND FUEL CONVERSATIONS. #NOTCOMINGSOON WAS LAUNCHED ON TUESDAY, NOVEMBER 18 WITH AN EXCLUSIVE SCREENING OF THE FILM’S FEATURETTE AT THE GOLDSTEIN MANSION IN LOS ANGELES. JOHN MALKOVICH PLACED THE FILM REEL INTO A CUSTOM SAFE AND SET THE TIMER FOR THE OFFICIAL PREMIERE IN NOVEMBER 2115. TO ENSURE THAT THE FILM IS HELD SECURE UNTIL ITS OFFICIAL PREMIERE, IN ONE HUNDRED YEARS, IT WAS PLACED IN A STATE-OF-THE-ART SAFE CREATED IN PARTNERSHIP WITH FICHET-BAUCHE, A WORLD-LEADER IN SECURE STORAGE FACILITIES. THE CUSTOM-DESIGNED SAFE FEATURES BULLETPROOF GLASS AND A STATE-OF-THE-ART TIMER. THERE IS NO WAY OF OPENING IT UNTIL THE ONE HUNDRED YEAR COUNTDOWN IS COMPLETE ON NOVEMBER 18, 2115 ALL THE GUESTS AT THE EVENT RECEIVED A METAL CINEMA TICKET INVITING THEIR HEIRS TO AN EXCLUSIVE SCREENING OF THE FILM IN 2115, AT THE LOUIS XIII PROPERTY IN COGNAC, FRANCE.

WITHOUT SHOWING A SINGLE IMAGE OF THE ACTUAL FILM, WE GOT THE WORLD’S ATTENTION AS WELL AS HARDCORE FANS. WE RECEIVED OVER 1.8 MILLION VIEWS, MORE THAN 800 EARNED MEDIA PLACEMENTS ACROSS 130 COUNTRIES, FOR A TOTAL OF MORE THAN 150 MILLION IMPRESSIONS. «100 YEARS» WAS CHOSEN BY LUXURYDAILY AS ONE OF THE TOP 10 MARKETING EFFORTS OF THE YEAR.

BECAUSE LOUIS XIII IS A RELATIVELY SMALL-VOLUME BRAND, IT DIDN’T HAVE ENOUGH MEDIA MUSCLES TO SPREAD ITS MESSAGE IN A TRADITIONAL MANNER. THAT’S WHY WE LAUNCHED « THE MOVIE YOU’LL NEVER SEE ». GOING BEYOND CONVENTIONAL STORY-TELLING, WE UNLEASHED AN ESSENTIAL INGREDIENT: MYSTERY. INDEED, THE MAIN PIECE OF CONTENT WE PRODUCED CAN’T BE SHOWN AND IS CURRENTLY LOCKED IN A TAILOR-MADE SAFE BOX UNTIL 2116. IT WAS LAUNCHED DURING A GRAND « NON PREMIERE » WHERE THE HOLLYWOOD WHO’S WHO CAME TO SEE THE MYSTERIOUS FILM BEING LOCKED FOR 100 YEARS IN A SAFE BY THEIR CREATORS JOHN MALKOVICH AND

LOUIS XIII IS NOT SOMETHING YOU CAN FULLY EXPLAIN WITH WORDS. YOU NEED TO EXPERIENCE IT. THE OBJECTIVE WAS NOT TO BE TALKATIVE ABOUT THE PRODUCT’S NUMEROUS QUALITIES, BUT TO CREATE A MYSTERIOUS, AND THOUGHT-PROVOKING EXPERIENCE. WE NEEDED TO FIND A STORY GROUNDED IN THE PRODUCT TRUTH. AS A BRAND THAT TAKES A CENTURY AND 4 GENERATIONS OF CELLAR MASTERS TO CREATE ONE OF THE MOST LUXURY COGNAC ON EARTH, WE WANTED TO REMIND EVERYBODY THE TRUE GENIUS OF TIME. IT HAD TO CREATE A DEEP IMPACT AND LEAVE AN UNFORGETTABLE MARK. THE TARGET AUDIENCE ARE WEALTHY MEN, 35+ YEARS OLD, GENERAL MARKET / MULTI ETHNICITY. HNWI (FINANCE, EXECUTIVES, HOLLYWOOD MOGULS, PROFESSIONAL ATHLETES, ARTISTS) WHO ARE COGNAC AND WINE CONNOISSEURS WHO APPRECIATE THE DETAIL AND CRAFT OF TRUE LUXURY. THE SECONDARY TARGET IS HNWI WOMEN.

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