How can you be creative and attractive for the most famous and best-selling champagne in the world when you have to comply with a very strict regulation in France regarding alcohol advertising (Loi Evin)? After learning about all the restrictive rules of this law, we started to play. Our idea was simple: try to find something iconic that delivers a very simple message about this equally iconic champagne. The idea came from the famous golden neck of the bottle. The gold. M&C becomes a kind of Midas, transforming Chardonnay, Pinot Noir and Meunier into one of the world's most refined drinks. In four words: They turn nature into gold. The next step was to turn this idea into a message that would also celebrate M&C's "savoir-faire" into "the art of turning nature into gold". So we created something that looked a bit like an art installation and entrusted the creation of these images to one of France's talented 3D craftsmen. In the end, the campaign (initially planned for the end-of-year celebrations in France) was so successful that it ended up being broadcast worldwide... even in countries where there are no regulations on alcohol advertising. The local problem became a broader opportunity. Beside, you will also find a 3D Billboard. This project, was also created for the end of year season but before the brand made the decision of using the Evin campaign as an international one. In term of media it was very challenging, as it was shown simultaneously in 9 different countries, which had never been done by any brand before.
CREDITS :
Brand: Moët & Chandon (LVMH) - Agency: BETC Paris - ECD: Rémi Babinet - Creatives: Damien Bellon (CD & AD), Caroline Grimprel & Julie Abahouni (AD) - Illustrator (CGI): Baptiste Massé (Mécanique générale / Producer: Ponette Sarde) - Retoucheur: Adrien Bénard - Art buying: Stéphanie Giordano - Account team: Bertille Toledano, Mehdi Benali, Damien Clanet, Margot Casier - Brand team: Berta de Pablos, Aliette Duquesne, Lise Giraudon, Marek Muleko, Sarah le Neve - ps: Bottle pack was shot by : Romain Favre.
Extra crédits : For the 3D Billboard: Studio “Inertia” London (great team).