MARTELL NOBLIGE

马爹利把派对办成了艺术，却没能让人记住派对上到底喝的是哪款酒。

所以我们为马爹利名士塑造了一个鲜明又颇具争议的人设——出头鸟。

这与它的受众不谋而合。虽然中国社会信奉枪打出头鸟，但这群人偏要以身试法。被注目，被嫉妒，被误解，但绝不能被忽视。他们相信从不被嫉妒的人，是庸才。害怕被枪打，因为飞得还不够高。

最终，Martell将“敢当出头鸟”(BE THE STANDOUT SWIFT)作为了global brand tagline.

Martell always transforms parties into an art form, but it fails to let partygoers remember the name of its cognac. 

That’s why we recreate a new and controversial persona for Martell Noblige: the bird that stands out.  Because it exactly echoes to our target. Although Chinese believes that the bird that stands out gets shot down, there are still a group people challenge it personally. They want to be famous, envied, misunderstood but not ignored. They believe that those who are never being jealous are mediocre. If you’re afraid of getting shot down, it’s because you’re not flying high enough.  

*In Chinese "the bird that stand out gets shot down" means the nail that sticks up mostly gets hammered down.

*This project is still work in progress. 

除了社交话题和影片，马爹利名士还将推出一个事件：出头鸟现场。

名士将与中国最火的Club合作，派出一群出头鸟的星探，这群人将在午夜寻找舞池里最耀眼的星。也许吴亦凡最新MV的舞者就是某家Club里的你。所以，大胆做个出头鸟吧，你的传奇可能就从这里开始。

Apart from social topic and film, Martell Noblige launches a social activation: the spot. In collaboration with the hottest clubs in China, we would send a group of watchers, who will help scout the most talented people in night clubs. Perhaps the backup dancer for Kris Wu’s next track is from a club. So, why not be a bird stand out, your legendary story may start from this moment.