The Friday Street Club has been working with Rémy Martin on the launch of their new campaign, aimed at encouraging men to live their lives to the fullest. The campaign, titled “One Life. Live Them.®” features three local men – Mayihlome Tshwete, Ludwick Marishane and Oros Mampofu – and was developed locally by Saatchi & Saatchi Brandsrock.
Explaining the campaign, Rémy Martin marketing manager, Phil Voget, said that: “The new campaign recognises and celebrates individuals’ multi-talents, by understanding that people are not defined by one talent or skill, but are multi-faceted, with many passions. It is a call to live richer, larger lives, to expand horizons and to seize all the opportunities that life can offer, beyond the one-dimensional paths that could have been embraced.”
“Fine Champagne cognac is a 290 year legacy rooted in Rémy Martin’s DNA and our passion for revealing talents – the talents of nature and of the winegrowers and cellar masters who craft our blends. This has been our way from the start, and one we wish to share because we know how fulfilling it is to bring talents out. We want everyone to enjoy this sense of fulfilment, to unleash the talent inside and to get creative in as many ways as they please.”
“We chose to recognise, and salute, three local men who epitomise this – men who live many lives and who are not defined by one thing that they do, but all that they do. Each of them bring a different world of experience with them and embody the Rémy Martin way of life; work/life/passion,” he continued.
Mayihlome Tshwete is known for his role as a slick and smooth talking government spokesperson, and is well known for his charms, lineage and, most importantly, his abilities. He has his heart firmly set in the right place to build an incredible future for South Africa. But there’s more to him than initially meets the eye. As well as a solid career in communications, he’s published poetry, is a political analyst, he paints and writes, and considers himself an idealist and activist for change.
He explains this as: “You are a product of your environment. The more diverse it is, the more empowered you are. I have taken inspiration from a number of different lives and encompassed them within my own.”
Ludwick Marishane, meanwhile, is known for his invention of Drybath®, the world’s first bath-substituting gel, while still in high school. Today he heads up Headboy Industries – the business he formed to focus on inclusive impact innovation. A serial entrepreneur and inventor, he credits his many ideas for inventions and businesses, even those that have failed, for making him the person he is today. He was named by Google as one of the world’s brightest minds in 2012 and is not only an incredible entrepreneur, but a philosopher and foodie too.
His business persona is not all that makes up the man though: “I am a polymath, a thinker, a philosopher and a budding psycho-analyst. I read books on Socrates and the meaning of life, trying to work out why things are the way they are. I have an obsession with mindfulness, and being present in whatever problem I am trying to solve.”
Lastly, Oros Mampofu is an actor that’s fast becoming a household name and who has his sights set high. Not content with landing dream roles in some of South Africa’s most popular TV shows, he dabbles in philosophy and quantum mechanics, and is an accomplished martial artist, specialising in MMA and Muay Thai.
All of this he brings to his acting, which in turn, he believes helps him to also experience more than just one life: “I have a strong desire to explore the human condition and to realise what it means to be a human. And there’s no better way to do this, than by acting as many different humans as possible”.
The local advertising campaign was developed by Saatchi & Saatchi Brandsrock. Creative Director at the agency, Mike Beukes said “This is just the beginning of the campaign. A select group of Rémy Martin enthusiasts will also be treated to a series of highly tailored experiences which will help them live their lives to the fullest. These aren’t for anyone though, and only those who are invited into the world of Rémy Martin will be treated to these experiences.”
Describing the photography used for the new campaign, he said: “We were also privileged to work with the incredible Sacha Waldman as our photographer. He’s a big name in the USA and has created the aesthetic for the likes of 50 Cent, Snoop Dog and David Bowie. He too is ever changing and is as accomplished in photography post production as he is in shooting the images. He was the perfect choice for his blend of hyper-realism mixed with the incredibly strong characterisation that he brings.”
“We believe this campaign will not only firmly land the new global positioning in the mind of the consumers, but also cements Rémy Martin as the only Fine Champagne Cognac that truly celebrates all the lives people live. After all, why be one thing, when you can be many?” he concluded.
The Rémy Martin campaign launches today and will run throughout the peak Christmas and summer season.
To see more of the “One Life. Live Them.®” campaign, visit www.remymartin.co.za
• Creative agency: Saatchi & Saatchi Brandsrock
• Campaign photography: Sacha Waldman