ABV Brands wanted to create an influencer campaign that consists of a modern-day circle of lumière who could educate consumers and lead the brand into the 21st century. We created a digital campaign that emphasized the brand intrinsic: successful moments, big or small are celebrated with Courvoisier. We gave fans all access into the lives of the lumière, first in France where the lumière experience the heritage of Courvoisier, then in NYC and throughout individual success celebrations in the lives of the lumière.
The lumière: Designer David Tlale, TV & social media personality Bonang Matheba and rapper/producer Anatii.
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Each influencer was assigned a Courvoisier variant with which they created their very own signature cocktail.
David Tlale launched seven collections in collaboration with Courvoisier during New York, Lagos, Paris and Cape Town Fashion Weeks. Most notable was New York Fashion Week where all three lumière joined in support. Again launching an online presence where fans could have front-row access to all the happenings. Building additional engagement, we ran a competition where one lucky consumer stood the chance to win a custom-made David Tlale suit and join them in New York. In Paris, David designed a pocket square inspired by the Eiffel Tower, which was exclusively sold with a Courvoisier VSOP pack.
Bonang Matheba celebrated all her successful moments with Courvoisier: her 30th birthday party, becoming the first female cover star for GQ Magazine, the launch of her No.1 best-selling memoir as well as two seasons of her reality TV show.
Anatii wrote and produced a new album along with two new music videos in collaboration with Courvoisier. His music video documentary Thixo Onofefe presented by Courvoisier premiered in cinemas in partnership with Ster Kinekor. Anatii also celebrated his “Big Birthday Bash” with Courvoisier at Rockets, Johannesburg.