• by Teresa Buyikian , Yesterday

Courvoisier’s first global campaign in 20 years celebrates the brand’s more than 200-year heritage and the hospitality traditions the Courvoisier has created.

The premium Cognac’s “Pass The Courvoisier,” marketing effort, created with BBDO Paris, is focused on celebrating moments of spontaneity in an increasingly over-scheduled world.

The brand tapped Grammy Award-winning creative Ibra Ake, best known for directing on Beyoncé's visual album “Black is King” and for his work on FX, for the campaign’s hero film.

Shot in Atlanta, the film, seen here, takes place during a lively house party, where a bottle of Courvoisier is passed around by guest after guest, with the now-empty bottle eventually returned to the host.

“Courvoisier has played a role in some of the world's most memorable gatherings for nearly two centuries,” said Louise Dennett, managing director of Campari Group's House of Cognac & Champagne, in a press release.  “The new campaign shows our spirit of hospitality today. [It’s] a generous vision of cognac, because we believe the finest bottles are made to be poured, passed, and shared.”

The global campaign runs across TV, social, out-of-home, retail and live experiences.

The hero film kicks off the global long-term creative platform which will evolve through new collaborations and experiences around the world.

The activations launch with two flagship events in New York City and Shanghai. Under the name “House of Courvoisier,” the New York event will be a one-night-only immersive house party, while the brand will take over the popular INS Land nightclub in Shanghai.