Rémy Martin has always been ingrained in hip hop culture, but for the celebration of the 50th anniversary of hip hop, the brand wanted to tell the deeper story that makes the music and culture the dominant art form of today. Rather than focus on surface level, we wanted to celebrate the art form and build credibility within the space and with the audience that makes the genre what it is today.

Hip Hop is the story of people and places, and no location celebrates that more than New York. New York is the birthplace of hip-hop and mixtapes. What better place than this city and the 5 boroughs to pay tribute to the mixtape and it’s almost 50 years of existence!

To celebrate the role that mixtapes played in elevating and disseminating hip hop culture, we focused on the DJs who created the history of hip hop. We celebrated their achievements by turning their portraits into murals located in their home cities, creating a nationwide street museum of Hip-Hop’s founding DJs. Each mural activates an AR experience that offers a deeper look into each DJ’s story.

We commissioned illustrator and artist Xia Gordon to interpret and design a look and feel that evolved the style of the limited edition bottle while incorporating references to the mixtape DJs and iconography of their story. The style interpreted a graffiti style to feel true to the history of hip hop and was created digitally before being recreated on social, digital, and out of home. The AR feature was created using Zappar for the AR platform. Zapper helped create the mobile and desktop AR campaign for Rémy Martin Mixtape that not only look great but deliver real commercial value.

We launched on social media and unveiled OOH in each of the neighborhoods where the DJs made their impact. Each billboard featured AR technology linking to a series of events. We also released the bottles with a QR code that links to its tasting notes on the Remy Martin website. The campaign launched on March 7th, 2023 and is running until the end of June 2023.

Rémy Martin has always been ingrained in hip hop culture, but for the celebration of the 50th anniversary of hip hop, the brand wanted to tell the deeper story that makes the music and culture the dominant art form of today. Rather than focus on surface level, we wanted to celebrate the art form and build credibility within the space and with the audience that makes the genre what it is today.