Remy Martin hones China image with art sell

Cognac brand Remy Martin has crafted an exclusive art and culture campaign in China, which seeks to step away from Western-defined lifestyles.<BR><BR>Developed by MEC and supported by Zenith Public Relations, the campaign centres on the publication of a limited-edition book entitled Interieur en Lumiere, published by Shanghai Wenxin Media Group. <BR><BR>The book features work from 13 leading Chinese contributors from both artistic and cultural backgrounds, including photographers, a film director and architect. <BR><BR>"All Western brands are busy educating the wealthy Chinese new upper-class on how to behave like a 'noble', but increasingly, many (Chinese) are not satisfied being only the receiver and follower of the Westerner-defined lifestyle," said Charley Kan, national creative directorof  MEC China and managing director of MEC Beijing. <BR>"Modern Chinese affluent society is seeking a new self identity that could bring modern living and a rich cultural heritage together."<BR><BR>The book's publisher and art director Les Suen shaped content to align the book with Remy Martin's core values of craft, risk-taking, mystery, art de vivre and exclusivity. Just 300 copies of the book will be made available from August, and displayed in private clubs, restaurants and art galleries. The original works and 13 manuscripts will also be donated by the contributors for a charity auction later this year. "You have to see the book to believe that calling it a piece of art is understated, and we are all so proud that such a beautiful book is made in China by Chinese," said Kan.<BR><BR>The four-month campaign comprises events, PR, print and word-of-mouth.