Martell Noblige appeals to Chinese youth with 'Standout Swift' campaign

French cognac house Martell Noblige has launched its Standout Swift campaign to reintroduce the brand in China.

Targeting a younger legal drinking age audience, the campaign features three films starring singer, actor and philanthropist Chen Kun; fashion designer Angel Chen; and gamer Li Xiaofeng, a.k.a. SKY.

With the tagline "Be a Standout Swift", BBH China has developed a campaign to appeal to a younger generation in China that's not afraid of taking risks. The swift, a type of migratory bird in France, twists the traditional Chinese proverb of “the bird that stands out gets shot down" (槍打出頭鳥).

The films were shot by director and photographer Wing Shya and launched in China in late December. The campaign will expand to Malaysia, Singapore and Hong Kong in January and feature across social, digital, outdoor, in-store and press.

“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," said Louis Cheng, brand director of Martell (Pernod Ricard China).

"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.”

Agency: BBH China
Managing partner and executive chairman, Publicis Groupe China: Arto Hampartsoumian
Chief creative officer: Kelly Pon
Executive creative director: Ma Yinbo
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
Brand: Pernod Ricard China and Martell Mumm Perrier-Jouet