The branded content, 100 Years, for Louis X111 Cognac, explores hypothetical visions of what the Earth might be like in one hundred years.
You will never get to see it.
The film, written by John Malkovich and directed by Robert Rodriguez, is complete. But it has been placed in a special safe, designed by Fichet-Bauche, a two-centuries-old French security company, at the Sheats Goldstein Mansion in Hollywood. It is protected by bulletproof glass and a timer that records the time and date on closure and counts down 100 years. Malkovich placed the film in the safe at an event in Los Angeles. and set the timer. It will travel around the world under high security for an international tour beginning in Hong Kong in December before it is stored at the brand’s headquarters, the House of Louis XIII in Cognac, in France.
The safe will not open until the one hundred year countdown is complete. That will happen on November 18, 2115.
Louis XIII is giving 1,000 silver-plated movie tickets to selected influencers throughout the world so that their descendants can one day view the film.
Not even the cast and crew of 100 Years will ever see the final cut of the film. Nor Rodriguez. He sent his rough edit out for visual effects to be added and never saw the final cut before it went in the vault.
The idea behind the campaign by Fred & Farid New York is to highlight the fact that the Louis XIII de Remy Martin cellar masters put all their efforts into bottles that will never be tasted in their own lifetime. It is blended from 1,200 eaux-de-vie and takes 100 years to mature.
“Our cellar master is crafting Louis XIII today that will be ready in 2115. He will never see his baby. He is working on something for people who haven’t been born yet. This is impressive, and this is our source of inspiration. This was the creative source of inspiration for the movie 100 Years,” noted Ludovic du Plessis, global executive director, Louis X111 de Remy Martin.
The curious, and there are sure to be many of these, are able to see the official teaser:
…and three teasers of what the future might be:
Viewers are invited to join the conversation on social media with #notcomingsoon and follow Louis XIII on Instagram and Twitter.
Malkovich said in a statement: “When I was first approached I really loved the idea … I mean, in a way I wish all the films I made wouldn’t have been seen for a hundred years. I don’t know how much that would change the way they are regarded,” Malkovich said in a statement.
“It’s set today, it’s very elegant, it’s emotionally charged, and it’s John’s writing,” Rodriguez added. You have to touch people’s hearts if they’re going to show it in the future, so it has to be honest. The teasers are what we imagine the future would be to grab your attention. I’m proud of it, even though nobody I know will ever see it.”
- Malkovich plays the hero.
- Chinese actress, Shuya Chang (Revenge of the Green Dragons, the upcoming Crouching Tiger Hidden Dragon: The Green Legend), plays the heroine.
- Chilean actor, Marko Zaror, plays the villain.
The genre of the film and its budget are secret.
“It’s not a drama; it’s not a comedy. It’s in between these two. Some moments are more drama, and some are more comedy. We do not put it in a certain category,” Malkovich commented.
Louis XIII is giving 1,000 silver-plated movie tickets to certain “influencers” around the world so their descendants can one day view the film.
Campaign credits:
Agency: Fred & Farid Group
Brand supervisors: Ludovic du Plessis, Caroline Sarrot Lecarpentier, Ingrid Gnanadicom
Chief creative officers: Fred & Farid
Creative director: Laurent Leccia
Copywriting & art direction: Laurent Leccia
Agency supervisors: Francois Grouiller & Dushan Karageorgevitch
Head of social media: Matthieu Bouilhot
Head of production (agency): Karim Naceur
Digital agency producer: Jim tran
Production company: Moonwalk Productions
Director: Robert Rodriguez
Producer: Gaspard Chevance
Photographer: Eddy Briere
Music & sound design: Kouz Production
Post production: Mikros
