So if you, like me, are a film and a vodka fan, you will be interested in Grey Goose's latest campaign - FLY BEYOND. Set to launch on the 28th October, Fly Beyond will tell the remarkable story of how the brand's creator François Thibault defied expectations in France and throughout the spirits world to create a super premium vodka with taste.
At the intimate event held last night at The Hospital Club, Grey Goose launched the campaign with a screening of its cinematic advertorial film directed by a ward winning Hollywood director, Nicolas Winding Refn (who directed Drive & Only God Forgives to name but a few).
Refn has worked with Grey Goose to bring to life the epic story of the making of Grey Goose and the extraordinary journey of its creator François Thibault, trained as a Cognac Maître de Chai (cellar master). Through stunning imagery and storytelling, the film showcased the field-to-bottle provenance of Grey Goose and the challenges faced by François in his quest to create The World’s Best Tasting Vodka. It brings to life the compelling and remarkably TRUE story of one man's vision and how he succeeded against all the odds to create the extraordinary. Indeed it was the very nature of the story which appealed to Refn who from the start saw it as the "story of Francois, the man with a dream, who fought against all odds and in the end won."
The screening was preceded with an interview hosted by actress Lucy Russell, (renowned for her starring role in Eric Rohmer's L'Anglaise et le duc) in which Francois candidly spoke of his vision to create a super premium vodka with taste in the heart of Cognac, using soft wheat from Picardie and the extraordinary opposition he faced in bringing his vision to reality:
“In the beginning, I was considered a maverick, even an eccentric, for trying to make vodka in historic Cognac, France, from wheat no less. There were many naysayers and sceptics, and all were waiting for me to fail, but I knew I could prove them wrong and create a product that tasted unlike anything available,” said François Thibault. “I’ve worked hard to create a spirit of outstanding quality and character. It is the world’s best because it is made like no other and feels exceptionally smooth in a dry martini or in other cocktails.”
The cinematic advertorial clip will be shown in 96 art house cinemas across the UK from Monday 28 October, but you can have a preview here.
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