Shattered

摘要

Some preconceptions are difficult to shake. When most people think of cognac, they visualize older gents relaxing in well-worn, overstuffed leather chairs while sipping the liquor from a heavv lead-crystal glass in one hand and an expensive cigar in the other. Perhaps that was an accurate depiction from days of old. But today, the picture is far different. And that is just what Maxxium wanted to show. When Maxxium, which owns Courvoisier cognac, wanted to update its brand and reconnect the spirit of Courvoisier with its cocktail heritage, it hired integrated marketing agency White Label to do just that. With the help of production company Atticus Finch, the}' set out to shatter that image—literally and metaphorically—in an advertising spot that was shown in stereoscopic 3D.