Haute Couture by McCann Prague for Remy Cointreau

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Haute Couture

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Industry Cognac
Media Print, Magazine & Newspaper
Market Czech Republic
Agency McCann Prague
Creative Group Head Joseph Martinez
Chief Creative Officer Razvan Capanescu
Art Director Joseph Martinez
Copywriter Jan Benda
Released April 2017

Credits & Description

Czech language is not an easy language. And for foreigners, trying to pronounce words with 4 consecutive consonants can be challenging to say the least. The interesting fact is that the reciprocity is also valid Czechs are having trouble to pronounce some of the fancy French names. Words like Louboutin, boeuf bourguignon or chaise lounge are as hard to pronounce by the Czechs as Cointreau is. Hence our idea of turning the hard-to-pronounce challenge of our brand into a sign of a fancier belonging. This campaign from McCann Prague not just teaches our customers how to pronounce Cointreau, but also turns this disadvantage into a benefit, that gives the brand a hallmark of luxury.
Media: Print
Category: Drinks, alcoholic
Client: Remy Cointreau
Agency: McCann Prague
Country: Czech Republic
Chief Creative Officer: Razvan Capanescu
Group CD / Copywriter: Jan Benda
Group Creative Director: Klara Palmer
Creative Group Head/ Art Director: Joseph Martin
Account Director: Martin Petrásek
Account Director: Hana Prokopová
Client Services Director: Martina Hejdova