'Team UP For Excellence' was launched globally at an event at the historic Chateau de Versailles in France. The campaign aims to celebrate excellence and the conviction that every accomplishment is shaped by collaboration.

The tagline is 'Behind every individual success is a collective story'. The brand says that it believes this to be true, especially in their own history and in the history of their partners.

The new campaign, which intends to reflect Rémy Martin's values of authenticity, audacity and generosity, has also seen the reveal of two films. Both directed by Brazilian director Vellas, the films draw on the rich, nearly 300-year history of Rémy Martin, while remaining contemporary.

Locally, the campaign builds on the successful partnership fostered throughout the first season of Rémy producers, which saw one of South Africa's rap stars feature as the headliner and judge.

Rémy Martin has again joined forces with award-winning beat maker Riky Rick in its 'celebration of excellence' campaign. But this time around, the collaboration reveals a more personal narrative and introduces the people or 'team' behind Riky's journey to success.

The campaign kicks off with a locally shot video and then progresses with a full roll out throughout South Africa over the summer season. A great admirer of Riky's innovative style, Rémy Martin says that it is confident that he is the correct fit as the face of the campaign.

"Success is greater when achieved together," says Riky, "and there are four special people in my life who've not only supported me through every up and down but also shared their expertise and advice, helping me grow into the artist I am right now."

Riky's team comprises:
  • His stylist Lethabo aka Boogy, who, according to Riky, "has helped [him] step outside of what [he] knows and challenge the status quo."
  • His right-hand man and producer Master A Flat, who, "always keeps [Riky] on [his] toes musically." Riky says that he "learns a lot from him every day and together [they] are consistently changing the game."
  • His wife Bianca, who as Riky's "rock and anchor — she's the one who gives [him] direction in life and who isn't afraid to correct [him] when [he's] wrong." 
  • His barber Sheldon Tatchell, who, Ricky says, "has taught [him] so much about the business game, how to elevate [his] hustle to the next level and always give [his] all to every single thing I do."
"Rémy Martin's trust in the power of time and people's talents has made the brand what it is, and we've launched this campaign to pay homage to everyone who's played a role in our collective success," says Jerome Adonis, marketing manager for Rémy Martin.

"I'm proud to say that we've teamed up with Riky Rick again, as I can only see excellence in our future, thanks to this collaboration," concludes Adonis. 



For more information, visit www.remymartin.com.