Rémy Martin’s 100-Year Film
French cognac producer Rémy Martin has sponsored the production of a Robert Rodriguez film starring John Malkovich that won't see the light of day for another hundred years.
Aptly called 100 Years, the film mirrors the high standards imposed on Rémy Martin's Louis XIII cognac brand, a blend of 1,200 French eaux-de-vie (brandy) from Grande Champagne vineyards, some of which have been aged for a century. "Our cellar master is crafting Louis XIII today that will be ready in 2115. He is working on something for people who haven't been born yet. This is our source of inspiration," said Louis XIII's global executive director Ludovic du Plessis at the campaign's launch.
The film is to spend the next century in a safe by 200-year-old French security company Fichet-Bauche. Equipped with a timer, it will go on a world tour starting in Hong Kong on December 11, before awaiting its automated opening at Louis XIII's home in Cognac, France. To pass the time, the brand will hand out 1,000 silver tickets to global influencers. The tickets are intended to be passed down to descendants who will watch the film in 2115.
Reminiscent of slow art projects like the Future Library by Scottish conceptual artist Katie Paterson and Wu-Tang Clan's album Once Upon a Time in Shaolin, the 100 Years film and campaign are directly opposed to the instant gratification seen in mass marketing, making it an intriguing case study for high luxury brands.
For more on luxury marketing, see Marketing to the New Luxury Consumer.