Rémy Martin. Winners for «Best Dark Market Campaign»

CHALLENGE

Launch a large-scale advertising campaign for the global One Life / Live Them project in Russia.

ABOUT

Founded in 1724, Rémy Martin is a renowned French cognac house crafting premium spirits from the Cognac Fine Champagne region.

SOLUTION

The concept behind One Life / Live Them is simple yet deep: live as if you have several lives to live. Why limit yourself to one thing when you can grow in multiple areas? Why settle for one thing when you can expand your horizons in many?

This philosophy perfectly represents the "slashers"—smart, established, and talented people who fill their lives with meaning and purpose. These are accomplished, driven individuals who continuously evolve. They manage to live multiple lives within one, boldly embracing different creative roles and uncovering one talent after another. For them, life isn’t about placing full stops—it’s about drawing slashes, marking new chapters of endless growth.

STRATEGY

To involve our target audience, we designed the One Life / Live Them contest. The winner had the chance to win an exclusive interview on Esquire.ru:

STEP 1

We segmented the audience based on occupational data.

STEP 2

A smart banner invited potential participants to visit the special project website to discover what talents they might have.

STEP 3

The users took part in the contest by telling stories about who they are. The grand prize was an interview published on Esquire.ru.

RESULTS

Rémy Martin, an award-winning brand, has always been a leader in challenging perceptions, and this campaign aimed to shift the image of cognac in Russia—from an old-fashioned drink to a modern lifestyle. The idea of «slashers» was so relevant it resonated deeply with millions.

22M

Smart banner generations and impressions.

Views of videos and social media posts.

10K

Views of the winner’s interview on Esquire.ru.Views of the winner’s interview on Esquire.ru.

TAKEAWAYS:

457 life photos shared with 1,200 reposts across various social media platforms, and 1 grand prize winner.
Plus, we won the AdIndex Award for «Best Dark Market Campaign / Rémy Martin».

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