RÉMY MARTIN XO | NATIONAL REBRANDING CAMPAIGN
Excellence Takes Time, Taste It Now - A New Chapter For Rémy Martin XO In China .
The idea
This new chapter celebrates the idea of enjoying excellence now rather than waiting for the ‘better moment’, or the ‘righter age’.
In this integrated campaign, renowned Chinese actor - Li Yifeng narrates a story that encourages all of us to enjoy our golden years today; leveraging on the growing desire among Chinese novelty seekers and entrepreneurs to celebrate their daily successes now, sharing it together with the ones they love or admire.
The communication platform "久闻不久等” (Excellence takes time, taste it now) establishes this parallel in both Cognac and Life; it’s an attitude in life where taking the greatest from life shouldn’t be a question of age.
Teaming up with Li Yifeng and Rémy Martin XO, are globally recognized creatives including Hanan Townshend, world–renowned musical composer (best known for his work in Terrence Malick films such as The Tree of Life, Knight of Cups, and To the Wonder.); Kiku Ohe, award winning Australian filmmaker; Liang Zi, acclaimed Chinese cinematographer; and contemporary Chinese calligraphy artist, Zhu Jingyi.
Selected Press
Shots - Excellence takes time, taste it now with Rémy Martin XO
Adweek - Rémy Martin Wants You to Taste Excellence in Glitzy Chinese New Year Campaign
Luxury Daily - Rémy Martin toasts to the good life with new XO campaign
Men’s Folio - Yifeng Li And Rémy Martin Prove That Excellence Is In the Now
Campaign Brief Asia - Fred & Farid launches Excellence takes time, taste it now for Rémy Martin XO
Adforum - Rémy Martin XO - "Excellence takes time, taste it now"
Best Ads On TV - Rémy Martin XO: Excellence Takes Time, Taste It Now
Credits
Agency: Fred & Farid Shanghai
Client: Rémy Martin XO
Title of the campaign: Excellence takes time, taste it now
Chief creative officers: Fred & Farid
Executive creative director: Feng Huang
Creative director: Adrien Goris
Senior copywriter: Cao Wen
Assistant copywriter: Ya Yaru
Art director: Billy Liao
Designer: Zoy Wang
Agency supervisors: Severine Autret, Paul Lin, Quinn Jiang, Jenny Wei, Nina Yu
Agency producers: Charles Renard, Caroline Wei
Brand Strategists: Karen Ge, Karas Huang, Aaron Wang
Production company: Stink films
Director: Kiku Ohe
Exec. Producer: Sally.Shi Enqi
Production Manager: 李佳
Line Producer: 阿联，汤包
1st Asst. Director: Anthony Yao
2nd Asst. Director : Bernie Chui
Production Coordinator: Jazzy，陈志培，石头
Production Asst.: Hari, Kai,, 苑永正
Casting Director: Lila
Talent Coordinator: Gary
Location Manager: 闪爆
Art Director: 郭志达
Asst. Art Director: 小高，Fiona
Prop Master: 程龙
Prop Buyer: 刘继明，冀永生
Set Constructor: 阿冒
Wardrobe Stylist: 嫣然
Wardrobe Assistant: Samuel Zhang
First Assistant: Halo
Assistant: 团子/ Zoe 杰西呱
Make up Artist: 李铭娜
Hair: 赖尔尔， 阿波 权慧玲， 徐少花
HMU Assistant: 权慧玲， 徐少花
Food Stylist/Chef: 小亮
Table Stylist: Yuanxi、Ian See、Weiqun
LED VFX: 特列克， 贾凡，徐鹏翔, 苏超，孙鹏
Unit A DOP- A: 梁子
Unit A DOP- B: 席冰
Unit A 1st AC- A: 王小卫
Unit A1st AC- B: 魏存虎
VTR: Ollie Ritchie (Australia)
Unit A Key Grip-A : 高举
Unit A Key Grip-B : 乔华伟
Unit A Gaffer A: 毛峰华
Unit A Gaffer B: Dickson
Steadicam Op: 洪伟，赵宏雷
DIT & Qtake: 王孟尧
Sound Record: 吴峰
BTS Photographer: NANA
Stage Lighting Equipment: 陶坚亮，蒋成方
Studio & Equipment: 威盛
Editor: Matt Osborne
Cutdown Editor: 行仔
Grading: MPC Shanghai
Colourist: Nicola Gasparri
DI Producer: Iris Zhang
Colorist assistant: Amanda Han Online
HUE Post Post Supervisor: 金顺利
Head of Post/ User: 高晓骏
Online Producer: 孙奕倩
Online Post Assistant: 黄海、张扬、郝清文、徐琳萱、翟晓硕、杨嘉林
Music Composer: Hanan Townshend
Sound Design & MIX: 20K Miles