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Non-Traditional
Branded Content

Bronze Winner

Entrant: FRED & FARID, New York
Louis XIII Cognac - "#Notcomingsoon"

Corporate Name of Client: Remy Cointreau

Client Supervisors: Ludovic du Plessis/Caroline Sarrot Lecarpentier/
    Ingrid Gnanadicom

Agency Account Supervisors: Fred & Farid/François Grouiller/Dushan Karageorgevitch

Agency: FRED & FARID, New York

Chief Creative Officer: Fred & Farid

Creative Director: Laurent Leccia

Copywriter: Laurent Leccia

Art Directors: Laurent Leccia/Radouane Guissi/Anthony Bober

Agency Producer: Karim Naceur

Director: Robert Rodriguez

Digital Producer: Jim Tran

Music Producer: Leo Copet

Photographer: Eddy Briere


Description of the Project:
Louis XIII Cognac is ultra-premium, exclusive, rare, & timeless, created in 1874. Each decanter takes 4 generations of cellar masters over 100 years to craft.

The centerpiece of this platform is an exclusive feature film 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 makes it ‘100 years - the movie you’ll never see’.

It’s a strong artistic performance that explores the aspect of time, both by teasing people’s curiosity & provoking reflection about the relationship between the past, the present & future.

‘100 years’ 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.

We activated social media (twitter, instagram, facebook, wechat) with backstage photos to create intrigue and fuel conversations.

‘100 years’ was fetted on November 18 with an exclusive screening of the film’s featurette in Los Angeles. During the private event, John Malkovich, placed the film reel into a state of the art custom safe box (that doesn’t open with a code or key) and set the timer for the official premiere in November 2115.

While this film will not be released until 2115, we produced three teasers that explore hypothetical visions of earth when the film is uncovered in 100 years. 

The objective was to create a mysterious, engaging and thought-provoking experience. Without showing a single image of the actual film, we got the world’s attention and 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.