How on earth do you make an aged, classic cognac relevant to a university audience full of first-time drinkers?

Well, it's about cultivating a deep appreciation for the story that the bottle can tell.

Together with Nanyang Technological University, I led a partnership spanning two years to reach and engage as many young people with the Martell brand, under the Perrier Jouet house. I developed a brand activation with the Martell drink, breaking ground with its Halloween-themed canned cocktails, and utilised various social media channels to launch a Martell dorm-room themed campaign.