Martell: La French Touch
Insight
For their 300th anniversary, Martell wanted to unveil a new La French Touch limited edition that showcases L'Art de Vivre in a contemporary way.
Idea
Bring people on an unexpected journey by creating unique packaging that transforms into an interactive 360° mobile experience.
The user guides the Martell Swift by moving their phone in any direction to fly through the skies from its origins in Cognac to the streets of Shanghai where the limited edition La French Touch first launched.
Impact
With its transformer pack, La French Touch brought Virtual Reality to Martell's wider audience.
Pushing the boundaries of the mobile web, the experience seized the media’s attention – including The Drum, Shots, Marketing UK and Adobo Magazine Asia.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.