Maison Perrier-Jouët has previewed its new campaign, Fill Your World with Wonder, starring actress and director Mélanie Laurent in a collaboration with Japanese director Show Yanagisawa, in a pop-up space in Tokyo, running from October 11 to 29. Laurent is there in person for the occasion.
The campaign promotes biodiversity and relationships within the ecosystem, and how humans, like all plant and animal species, are part of nature, not separate from it. It wants to encourage people to look at the importance of collaboration between species to better inhabit the planet.
Maison Perrier-Jouët has launched initiatives over the past decade to promote biodiversity in its own vineyards, and embarked on a science-based experimentation programme of regenerative viticulture.
The campaign film opens with the Japanese anemone, which appears on the Perrier-Jouët bottles and other branding. The emblem was created for the Maison by the Art Nouveau artist Emile Gallé in 1902. Here, it serves as an inspiration to rethink our lifestyles and create a desirable future, says the Maison.
‘In the new Perrier-Jouët campaign, flowers convey a message that is at once humanist, cultural and poetic. They are a way of talking of the world and to the world, an invitation to reconnect,’ said Laurent.
Maison Perrier-Jouët is aiming to have 100 per cent of its own vineyard in regenerative viticulture and 100 per cent of its partners committed to be Sustainable Viticulture in Champagne (VDC)-certified by 2030.
It has also launched a call for projects, coordinated by the UNESCO World Heritage Champagne Hillsides, Houses and Cellars Mission, to support initiatives to protect local flora and fauna. This accompanies the establishment of a network of biodiversity habitats, reserves and corridors connecting the Montagne de Reims with the Marne.
The campaign will roll out next to the US, South Korea, Singapore, and China.