Rap Spirits
3 legendary partnerships - each with their own strategy and approach to connect Pernod Ricard to the culture.
Jameson x Anderson .Paak, “Love Thy Bar”
With 6 local bars and music venues closing every day in the US, .Paak reminds us that if we don’t love it, we’ll lose it.
Martell Cognac x Quavo, “Lead the Wave”
Hennessy? Rémy? Martell’s got something to say.
Quavo knows that starting from the bottom is how you change the game.
Tequila Avión x 21 Savage, “Depart. Elevate. Arrive.”
We broke the “agave field” category stereotype, bringing together American (21 Savage) and Mexican (Seher One) perspectives on “being borderless” as international artists.
Copywriter, Photographer, Documentary Director: Drew Botcherby
Art Director: Haley Cimillo
Creative Director: Rebecca Lysen
Head Strategist: Jason Rawlins
Agave → CDMX
Bringing tequila marketing out of the fields and into the city - Mexico City. With a bold, colorful approach to Avión’s product photography and collaborations with artists based in CDMX.
Including a documentary-short featuring CDMX’s most famous street artist - Seher One.
Jameson on tour
Anderson .Paak kicked off a 8-city Jameson festival tour - inviting his famous friends along at each stop and featuring local artists in the spirit of saving “the local spot”.
First stop: Complexcon
Featuring a full pop-up “dive bar” modeled after the Oxnard spot where Anderson got his first gig.
Quavo taps in
We connected Atlanta, Paris, and the Bronx through tasting and culinary partnerships with Ghetto Gastro - leading up to Quavo receiving his own barrel of Martell from the world’s oldest cognac house.