ABOUT

THE CHALLENGE
Develop an elevated brand experience for Super Bowl and “Inch by Inch” campaign partner, legendary athlete Serena Williams, that further excites her about her partnership with Rémy Martin, while creating an Instagrammable moment.

THE SOLUTION
Conceptualized and executed a customized bar-cart styled locker – complete with everything needed to get game day ready – for global star Serena Williams to further celebrate Rémy Martin’s debut ad at the Super Bowl and its partnership with Williams.

Game Day Themed Contents: Inspired by the locker room scene in the campaign video, H&S created a one-of-a-kind locker, complete with Rémy Martin products and bar essentials to help Serena toast to this exciting moment in history for Rémy Martin from afar. The special locker also featured a jeweled Rémy Martin-branded whistle and football, along with Williams x Rémy Martin football jerseys for Serena and her family and friends to wear while celebrating football’s biggest day.

Product and Cocktail Integration: To encourage Serena to toast to the Big Game with signature Rémy Martin cocktails, the locker also included Rémy Martin VSOP and 1738 Accord Royal, a luxury bar kit, and branded coupe and mule glasses to make her very own Rémy VSOP Mule and Rémy 1738 Sidecars at-home on game day for family and friends.

VIP Delivery: Serena Williams was the star of Rémy Martin’s debut ad at the Super Bowl, so what better way to honor her than by providing her with a one-of-a-kind gifting experience from Rémy Martin. To go above and beyond, StudioHS arranged the bar trunk to be delivered via white glove service to Serena’s residence, which resulted in Serena posting her customized trunk on Instagram.