Background

Perrier-Jouët Belle Epoque is a prestige champagne with a strong connection to art. To launch Belle Epoque 2012, its new vintage, in Japan, the brand’s biggest market, it needed a media event that was both memorable and impactful.

Describe the creative idea (40% of vote)

The name of the champagne, “Belle Epoque,” refers to Paris at the end of the 19th century, a time of prosperity, glamour, and beauty. As the launch event was to take place right around the time that Japan was to enter a new era with the succession of a new emperor, we came up with “Breath of Belle Epoque” (harbinger of a beautiful age to come) as the concept for the event. For the logo mark design, we intentionally chose an unexpected motif that had the weight of history, to draw the interest of the guests and to drive understanding of the event concept and brand story. With the logo mark as the source, an immersive experience was created to deepen understanding and to leave a strong impression.

Describe the execution (40% of vote)

With the sword guard (which symbolize an age of peace and prosperity in Japan) as the motif, the logo mark visualized the concept of the event (“Breath of Belle Epoque”) and was applied to various items, including the invitation card and the venue decoration. The choice of venue was also tied to the motif, as the traditional Japanese restaurant house “Tsubajin” was founded by a family that had been renowned as master craftsmen of samurai sword guards.

List the results (20% of vote)

The event was a great success among magazine editors and other guests and helped the brand strengthen its relationship with various business partners.