How do you motivate guests to attend an event NOT to see a movie? To promote the unique production method of Remy Martin’s Louis XIII amongst US Trade buyers, guests were invited to a branded cocktail party for an exclusive viewing of The Movie You Will Never See, the highlight of their 100 years campaign.
To provide insights into what “could be”, GRADIENT designed an environment where elements of the movie were highlighted, insights were hinted at, and the major reveal was none other than the locking-away of the movie itself in a highlighted vault. Meanwhile, the Louis XIII brand infused every touchpoint, from the custom-designed furniture to the brand’s symbols in displays and projections. All finishing touches of the event, from the service, to the scents and the décor, were perfectly assembled just as a bottle of Louis XIII would require.
After a successful West Coast Launch, Remy Martin called on Gradient to help roll-out the Louis XIII campaign of 100 years The Movie You Will Never See to Trade buyers across the USA. Gradient created implementation manuals allowing local teams to adapt the experience to their market size, while implementing larger experience like the New York adaptation, leveraging assets created for the West Coast launch.