In partnership with Chandon, MediaCom’s specialist division, MediaCom Beyond Advertising (MBA) has produced a campaign to encourage Australians to #livelifeunplanned with Chandon.
A first time collaboration with Chandon (Australia’s’ only sparkling specialist with genuine French heritage), the campaign focuses on the spontaneity that is core to the brand’s personality. Harnessing the charm and authenticity of the old world French heritage, the national campaign inspires people to seek richer, more vibrant experiences in life; to live life unplanned.
Challenged with encouraging audiences to integrate Chandon into their lives, as well as sharing the meaning of living life unplanned, MBA partnered with style and trend icons ‘The Trend Spotter’. Renowned travel, lifestyle and fashion bloggers, ‘The Trend Spotter’ is a credible voice that echoes what Chandon believes in; spontaneity and living life to the fullest.
The content partnership spanning video, still and written social content allowed MBA to tell the story, following the couple from their home in Melbourne to Sydney, London and Paris fashion shows stretching across a few weeks in their lives. ‘The Trend Spotter’ will also takeover the Chandon’s official Instagram for Australia to share their experiences in order to further encourage Australians to live life unplanned.
MBA worked in collaboration with production company Blue Revolver; the branded entertainment arm of DONE+DUSTED the infamous production team behind Victoria’s Secret show and The Oscars. Directed by renowned International fashion director Dominic Locher, the content was shot in Sydney, Melbourne, Paris and London to document ‘The Trend Spotter’s’ life and work following the fashion week season.
Says Cathryn Boudiak, marketing manager for Chandon: “In order to understand the heritage behind Chandon’s spontaneous and entrepreneurial spirit, we looked back into the archives of the brand, starting with its Champagne heritage. Founder, Robert Jean de Vogüé from Moët & Chandon predicted the demand for quality sparkling wines around the world. A lot of these quests for quality ended in impromptu meetings from which wineries were born, and bonds of trust were formed.
“We were thrilled when ‘The Trend Spotter’s’ Colin and Dasha came to visit the winery to get to know the Chandon way of life and philosophy, hosted by our senior winemaker, Dan Buckle to understand how this vision was very similar to theirs, creating something new, working hard and enjoying what you do, always leaving room for some fun surprises along the way.”
Capturing the perfect balance of spontaneity and style that living life unplanned stands for, the content created by MBA reflects and radiates Chandons’ uniquely open-minded view of the world, and reminds audiences of the vast possibilities in their lives. The short film is a way to showcase content that aims to entertain, connect and inspire the values that Chandon stands for in a fresh and relevant way.
Says Gemma Hunter, executive creative director & Head of MBA: “This is a brand with heritage and personality, we relished the chance to bring both to life in partnership with The Trend Spotter, creating content for both traditional and digital channels that would inspire Australians to toast spontaneity, something we believe in whole heartedly at MBA.”