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 about people and places, stories. From its beginning in the boroughs of New York, mixtapes played a crucial role in capturing that history and spreading the collective stories beyond the city lines. To honor that legacy and speak to the people and places that carry on the memory of this culture, we targeted the specific places where iconic mixtape DJs made their mark, using their original neighborhoods as the sights to display our street museum.

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.

This campaign’s immediate resignation with consumers was seen instantly after launch. The collaboration between Rémy Martin and various Hip-Hop Icons has garnered mainly positive mentions on social media, with audiences praising the brand for supporting the scene and community. Additionally, Hip-Hop enthusiasts were in their feels as they visited the iconic murals around the city, which reminded them of the music that contributed to their upbringing and connected their nostalgic love with Rémy VSOP. From the March 7th launch to March 31st the campaign saw 444 mentions across social media directly related to this campaign. It also saw 554 AR users in New York alone from launch to April 2nd, 65% of those continued to be active on the AR beyond their initial viewing.