Martell – Be Curious
When Martell partnered with Afropunk Festival as main sponsor for their first Johannesburg edition in December 2017, the challenge was to bring the Martell brand ethos to life within an established culture: a world for the unconventional built around self-expression and equality. Festivalgoers were welcomed into the Martell “pop up” Village where they could touch, taste and be immersed into the Martell Cognac world. A bespoke cocktail bar, UV airbrush tattoo station, live-art touchpoints, a selfie photo booth and an amazing deck with the best view of the stage awaited all who where curious to enter.
Martell’s slogan ‘Be Curious’ truly came to life through the Martell Village activation space, which entices guest’s curiosity, drove brand awareness and product trial, as well as landed the perfect fusion between the MARTELL and AFROPUNK worlds.
- Date January 28, 2018