Martell turns Cognac packaging into Google Cardboard for VR campaign
The Martell House has launched a new limited edition: La French Touch by Martell, created by Etienne de Crécy, pioneer and emblematic figure of the House cult music movement.
To celebrate this launch, Martell proposed to fly fans from Cognac, France to Shanghai, China in full stereoscopic virtual reality. La French Touch is a responsive and interactive game experience that combines WebGL on mobile with Google Cardboard. A limited edition of the Martell cognac packaging – the first of its kind – will transform into a VR headset to take fans on the journey.
Taking control of the swift bird – the Martell House symbol – players must bring the bird and the musical genre from Cognac to Shanghai. Flying through a stereoscopic 3D environment of animations, real-time reflections and atmospheric depth, they will pass a river and Paris at night, cross mountains and an ocean, before arriving at a bar in Shanghai. Along the way, players can collect items to score points and share their achievements on social. The experience is fully immersive – a 360-degree game play allowing viewers to explore their surroundings by turning their heads.
La French Touch is accompanied by a soundtrack specially composed by French musician DANGER. The experience was designed and developed for Martell by innovation agency AKQA.
Martell Brand Director Quentin Meurisse said, “La French Touch by Martell celebrates French Art de Vivre in a contemporary way, and we wanted to go further with this cutting-edge virtual journey. La French Touch by Martell is also aiming to offer a fully immersive experience – from the limited edition bottles to an exciting signature cocktail or this interactive game. We’re proud to be the first to offer such an innovative experience to our consumers.”
AKQA Creative Director Peter Lund added, “With La French Touch we were inspired to bring VR to a wider audience by offering a product design that could be transformed into a VR headset, and by making the brand experience accessible directly in the mobile browser.”
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