Capture the spirit of Moët & Chandon’s new campaign ‘Open The Now’, targeting a younger audience and shifting consumption from ‘special occasion’ to ‘everyday’- making the ordinary extraordinary. The 11th June 2016 was the day that Moët chose to celebrate the brand’s new positioning on an international scale. Across the globe they bought together revellers to celebrate ‘The Now’. Our job was to bring to life the campaign values, and immerse people in a world where the ordinary became extraordinary. This had to be the party that everyone talked about for a long time after…
A place called ‘Now or Neverland‘, a hedonistic oasis littered with outlandish party goers, dynamic hosts, irrepressible dancers, and lifeguards. With production by Inca, the venue was transformed into different worlds, the 1950’s kitsch Miami pool area, the sleek and sexy Open the Now bar, the retro, brooding VIP area, and professional photo studio in collaboration with Magnum. The big reveal was a late night party area designed to feel like you were inside a Moët and Chandon NIR bottle (a lovely experience).
Immersive performers were planted in the crowd, they were the guests treating this like the last party of their lives; dancing and laughing with reckless abandon. The dispersed ensemble would erupt into choreographed dance, infecting their fellow guests with the same attitude. At 10.30pm, to mark the opening of the NIR bar, our performers broke loose, storming the bar and handing out jeroboams of champagne. They became a tribe of people determined to live in ‘The Now‘ and they brought the guests along for the ride.
…My turn now to thank you and the whole RF team, including all performers. I have had fantastic feedback about them and how much energy they brought to the party, how well they were chosen and how well they blended in with the guests.
Sonia Herschtel, Senior Brand Manager Moët & Chandon