LOUIS XIII

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Conceptualization: 30%

Implementation: 70%

LOUIS XIII - THE MOVIE

YOU WILL NEVER SEE

Client: Louis XIII
Industry: Spirits, Luxury
Type: Launch

Location: Los Angeles

KPI:

After a successful West Coast Launch, GRADIENT was tasked with creating playbooks allowing for local adaptation.

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CHALLENGES

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.

STRATEGY

To provide insights into what “might 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.