MARTELL NCF
CURIOUS CREW /
NO-CHILL FRIENDS
In 2016, Martell launched Martell NCF (No-Chill Filtered), a cognac marketed at the younger drinker. In 2018, we were tasked to increase sales of NCF and remove the misconceptions of cognac being an ‘Uncle’ drink.
Instead of hiring influencers to promote the drink, we created our own instead.
Working with a select group of students from the different universities of Singapore, we created an elite group of partygoers to be our words on the street and our feets on the dancefloors.
We worked hand in hand with our No-Chill Friends in the Curious Crew to create content, exclusive parties and even limited-edition Martell NCF cocktails that would resonate with our target audience.
NO-CHILL
NO-CHILL
Martell NCF World
Social media posts for Martell NCF’s Instagram and Facebook pages.
BE CURIOUS
BE CURIOUS
Curious Crew Toolkit
A series of spreads made just for our student brand ambassadors.
CURIOUS CREW
CURIOUS CREW
Curious Crew Instagram Invite
Invite for our student brand ambassadors before they were student brand ambassadors and part of our (very exclusive) Curious Crew.
Year: 2018-2020
Client: Pernod Ricard Singapore
Agency: UltraSuperNew SG
Creative Director: Shivram Gopinath
Associate Creative Director: Sy Chia
Copywriter: Ming Swee Koh
Art Director: Rei Minagawa