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Martell Inspires Chinese Youth to Challenge Social Norms in New Campaign by BBH China

BBH Shanghai's campaign is led by three films featuring influencers Chen Kun, Angel Chen and SKY who have broken new grounds by challenging the norms in their own field

Martell Inspires Chinese Youth to Challenge Social Norms in New Campaign by BBH China

French Cognac brand Martell Noblige has launched an integrated multi-channel campaign to reintroduce the brand in China and enhance its appeal to a younger Legal Drinking Age (LDA) audience, who are at the cutting edge of culture and exploring their alcohol preferences.

Developed by BBH China, the campaign uses the tagline 'Be a Standout Swift' and reinterprets Martell’s logo featuring a 'swift', which is inspired from a migratory bird found in the Cognac region of France, to communicate the Chinese new generation’s desire to take audacious risks. Now adapted globally, the tagline and the creative idea re-evaluates the traditional Chinese belief '枪打出头鸟' or 'The bird that stands out gets shot down' that encouraged conformity for children in the pre-90s era and seeks to inspire the new generation to fearlessly follow their heart.

The campaign is led by three films, shot by legendary director and photographer, Wing Shya, and features singer, actor and philanthropist Chen Kun; fashion designer Angel Chen; and e-gamer, Li Xiao Feng, aka SKY - each a celebrity and influencer in their own sphere, who have broken new grounds by challenging the norms in their own field.

The films capture the individual journeys of each of the protagonists through dynamic visuals showcasing snippets of their professional challenges and triumphs, ending with an inspiring message reinforcing the idea of being a 'Standout Swift'.

Louis Cheng, brand director of Martell (Pernod Ricard China), said: “As a brand steeped in tradition but with a receptivity to modern values, we are looking to engage the next generation of Chinese consumers by encouraging them to be audacious and chart their own destiny. Our new campaign captures the aspiration of Chinese young adults so effectively exemplified by Chen Kun, Angel Chen and SKY and encourages them to believe that anything is possible and to chase their aspirations.”

Kelly Pon, chief creative officer, BBH China, commented: “The swift has adorned Martell’s products for centuries and is inextricably linked to the brand. We wanted to build on this legacy and develop a new tagline that connects the symbol of swift to our target audience’s desire to play by their own rules and actively push the culture forward.”

Launched in the last week of December in China, the four-month-long campaign will be expanded to other markets including Malaysia, Singapore and Hong Kong in January. The large-scale campaign will be amplified across a wide range of channels including social, digital, outdoor, in-store and press.

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Brand: Pernod Ricard China and Martell Mumm Perrier-Jouet

Client: Pernod Ricard China

VP, Marketing: Yann Soenen

Brand Director: Louis Cheng

Associate Brand Director: Tiger Wang

Senior Brand Manager: Selin Yin

Brand Manager: Dita Ouyang

Assistant Brand Manager: Keira Dong

Client: Martell Mumm Perrier-Jouët

Marketing Director: Richard Black

Style Director: Axelle De Buffévent

Global Creative Content Director: Aurélie Torre

Global Creative Content Senior Brand Manager: Elaïs De Bastard, Shirley Mabiletja

Global Creative Content Marketing Manager: Kerry Fazal

Head of Visual Design: Sophie Delannoy


Agency: BBH China

Managing Partner and Executive Chairman, Publicis Groupe China: Arto Hampartsoumian

Chief Creative Officer: Kelly Pon

Executive Creative Director: Yinbo Ma

Associate Creative Director: Louis Li

Copywriter: CK Shan, Vincent Xing

Business Director: Joanne Liu

Associate Account Director: Emelyn Tan

Strategy Director: Tobias Wacker

TV Executive Producer: Weisian Lee

Print Producer: Ken Wang

Studio: Jiayi Yu


Production company: Smooth Production

Category: Alcoholic Beverages , Liqueur