The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Branded Entertainment

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Agency FRED & FARID / NEW YORK + MOONWALK FILMS / PARIS

Client Remy Cointreau / Louis XIII
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Annual ID

BE16042B

About the Work

LOUIS XIII COGNAC IS ULTRA-PREMIUM, EXCLUSIVE, RARE, & TIMELESS, CREATED IN 1874. EACH DECANTER TAKES 4 GENERATIONS OF CELLAR MASTERS OVER 100 YEARS TO CRAFT. THE CENTERPIECE OF THIS PLATFORM IS AN EXCLUSIVE FEATURE FILM STARRING JOHN MALKOVICH, SHOT BY ROBERT RODRIGUEZ. THE CONCEPT IS THAT THIS FILM WILL ONLY BE RELEASED 100 YEARS AFTER ITS MAKING, IN 2115. THE TIME IT REQUIRES TO MAKE LOUIS XIII. IT MAKES IT «100 YEARS - THE MOVIE YOU’LL NEVER SEE». IT’S A STRONG ARTISTIC PERFORMANCE THAT EXPLORES THE ASPECT OF TIME, BOTH BY TEASING PEOPLE’S CURIOSITY & PROVOKING REFLECTION ABOUT THE RELATIONSHIP BETWEEN THE PAST, THE PRESENT & FUTURE. «100 YEARS» IS A PLAYFULLY MYSTERIOUS AVANT GARDE PROJECT, THAT CREATES A NEW GENRE : DELAYED GRATIFICATION. IT CREATES MYSTERY IN AN UBER TRANSPARENT WORLD AND PROVOKES SOME VERY DEEP QUESTIONING ABOUT THE WORLD WE WANT TO GIVE TO FUTURE GENERATIONS.